World Federation of Advertisers sees collaboration between brands and platforms as key to better marketing

World Federation of Advertisers CEO Stephan Loerke has written an article about the collaboration that must exist between brands and digital platforms to achieve the greatest degree of success. “The litmus test for these collaborations is that they produce better marketing results – which means marketing that simultaneously offers better results for brands, individuals and society in general,” he said. According to Loerke, the important thing for members of the WFA and all the other groups they deal with is that relations with these companies – including Google and Facebook, which have become important actors in the advertising industry – must be free of conflicts of interests. For the sake of transparency, Loerke identified three highly relevant areas: financial support, the Global Alliance for Responsible Media (GARM), and the WFA Blueprint for cross-media measurements. The latter is the most recent to develop a global cross-media measurement system that allows brands to make informed decisions in the planning and purchase of media while respecting consumer privacy. Regarding the first, he said that while neither Google nor Facebook qualifies for WFA membership because a great part of their income is generated by the sale of advertising to brand owners, they will be among the sponsors of Global Marketer Week 2021.