New digital policy for 24 ORE System advertising
Starting February 2018, 24 ORE System, the advertising agency of the Sole 24 ORE Group, will adopt a new digital sales policy hinged on quality, with the aim of creating value for advertisers while safeguarding users, interpreting and anticipating restrictions and market trends. A true self-regulation, the first of its kind in Italy, based on the fight against fake news, on the advertising companies’ attention to brand safety (the exposure of their brand on sites containing inappropriate content or fake news), and on verification of the actual display of online advertising. This is a shift from a quantity- to a quality-centric approach in managing digital advertising spaces, which translates into a sharp focus on brand safety, viewability, Adfraud and page overcrowding, certified thanks to ad verification technology for campaigns and inventory by IAS (Integral Ad Science), a partner boasting the highest number of certifications from the Media Rating Council. "Ours is a clear publishing and sales policy, based on full respect for our readers and value creation for our clients", explains Massimo Pietro Colombo, General Sales Manager of the 24 ORE Group and General Manager of 24 ORE System: «We are convinced that we ourselves, as publishers, should avoid, on the one hand, dispensing the deluge of advertising formats and overly intrusive formats in order to improve user experience and, on the other, we should also verify and guarantee high standards for the main KPIs in order to ensure full return to client advertising campaigns». In December 2017, 24 ORE System performed a self-analysis on all the websites forming its network using the IAS software. The results show that the WebSystem 24 network is 98.1% brand safe, more than two percentage points higher than the Italian market benchmark. Starting on 1 February, a few days before the release of Chrome’s new ad blocker, the new digital sales policy will be applied to the websites linked with the 24 Ore Group publications, and will gradually be extended to the network of websites forming 24 ORE System’s media portfolio.