4As Task Force Tackles Interactive Ads, Data Ownership

A task force under the aegis of the American Association of Advertising Agencies and the Interactive Advertising Bureau that examined how to alter business practices for interactive advertising failed to come to an agreement on who owns performance data generated from online campaigns. It was not a surprise--given GroupM's recent push to ensure campaign data is the exclusive property of the advertiser and the agency. But it highlights how difficult it may be to reach consensus on how the industry should overhaul the way it does business. In addition to the data-ownership issue, the interactive group failed to agree on recommendations for how the industry should handle aspects of makegoods, and how to deal with creative that is submitted late. The task force is searching for ways for the industry to cut costs; late creative is a drain on resources.