WFA releases programmatic media guidelines for brands and unveils Coca-Cola, Mastercard and Philips as part of ‘taskforce’ to drive take-up

The World Federation of Advertisers (WFA) has released a set of guidelines to help brands better tackle programmatic ad trading and combat transparency and arbitrage issues, while unveiling Coca-Cola, Mastercard and Philips as members of its programmatic ‘taskforce’.

Other members revealed to be part of the taskforce, which began unofficially last year, are Boehringer Ingelheim, Deutsche Telekom, GlaxoSmithKline and Johnson & Johnson (see details of individuals below). 

Their remit will include driving understanding, education and “interrogation” in the programmatic environment to ensure the channel can be used “without reservation” and with “full visibility and understanding” of the whole value chain, according to the WFA.


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