Unilever launches ‘Trusted Publisher’ list to vet digital players
Unilever is launching a Trusted Publishers network that goes beyond the standard audience-verification, anti-fraud and brand-safety guidelines of most marketer “whitelists.”
Unilever will also require platforms to reject pop-ups and other annoying, intrusive ad formats and safeguard consumer data, while also allowing enough data access so the marketer can track performance of its ads and avoid bombarding people with the same ones too often.
Unilever Chief Marketing and Communications Officer Keith Weed is expected to make the announcement in an appearance at the World Federation of Advertisers Global Marketer Week in Lisbon on Thursday.
