Article | Journal of Advertising Research | December 2009

Who Owns Metrics?: Building a Bill of Rights for Online Advertisers

by Benjamin Edelman

Abstract

I offer five rights to protect advertisers from increasingly powerful ad networks-avoiding fraudulent charges for services not rendered, guaranteeing data portability so advertisers get the best possible value, and assuring price transparency so advertisers know what they're buying. I explain the need for these rights by presenting specific practices causing particular concern.

Keywords: Online Advertising; Crime and Corruption; Price; Measurement and Metrics; Technology Networks; Value; Advertising Industry;

Citation:

Edelman, Benjamin. "Who Owns Metrics?: Building a Bill of Rights for Online Advertisers." Journal of Advertising Research 49, no. 4 (December 2009). (Adapted from Towards a Bill of Rights for Online Advertisers.)