What is a primary reason the digital media industry seeks to establish a new gold standard?

The primary reason the digital media industry seeks to establish a new gold standard is to build trust and accountability. In an environment where consumers, advertisers, and publishers operate, establishing standards helps ensure transparency in data usage and ad performance. By creating a universally accepted framework, stakeholders can better verify ad impressions, clicks, and conversions, ultimately fostering trust among all parties involved. This increases the likelihood that advertisers will invest in digital media, knowing they can hold platforms accountable for delivering the expected outcomes based on established metrics and practices.

While enhancing targeting capabilities, lowering advertising costs, and increasing ad placements are important factors in the industry, they are often supported or made more effective by having a solid foundation of trust and accountability. Without these elements, even advanced targeting techniques and cost efficiencies may not lead to meaningful results for advertisers.