Integrity: An Advertising Essential

The term integrity is often used in business, as it’s essential for brands operating across all markets and industries. Within the advertising industry specifically, it’s an attribute that has never been more important as consumers demand integrity from the brands they know and love. According to a recent Harris Poll, 82% of consumers want a brand’s values to align with their own. This leaves brands having to look inward, examining their own values and reviewing the publishers and media companies they spend their ad budgets with. 

Brands can build a reputation of integrity and high standards by serving ads on publisher platforms known for those very attributes. That means, for example, supporting quality news, ethical journalism and diverse-owned media organizations. These platforms are regarded as organizations with great integrity, and brands that support them benefit from that halo effect. At the same time, this advertiser support provides premium publishers with a steady stream of revenue necessary to continue offering content, news and information free to audiences.

Recent shifts in marketing designed to ensure consumer privacy also make advertising with integrity a practical strategy. As alternatives to identity-based solutions take hold, it’s becoming more important for advertisers to serve ads in environments that align with their brand values and are frequented by their key audiences—while at the same time adhering to consumer privacy regulations. To better understand this critical topic, Connatix partnered with Adweek for a new report, the “3-Minute Guide to Advertising with Integrity” which provides actionable advice for how brands can build a reputation of integrity and high standards.

A few of the top actionable tips are: 

• How to approach ad campaigns with integrity and why it’s important to partner with high-integrity partners. Brands must prioritize their audience’s privacy and forge a trusting working relationship with publisher partners and technology vendors to guarantee greater transparency in every aspect of the transaction, including ad buys. It’s also critical to ensure that ads, in any format, are aligned with the content they’re served against to protect the reader experience while reflecting well on the brand.
• There are innovative technology solutions to assist both advertisers and publishers as they approach campaigns and media buys with integrity. These tools can help brands match ads to relevant content (and the folks who are accessing it), as well as become more efficient at focusing ad spend, and uploading and deploying ads.

Download the “3-Minute Guide to Advertising with Integrity” report here to learn more about integrity and how to ensure your brand is on the right path.