In 2017 UPA, Assocom, Fcp, Fedoweb, Fieg, IAB Italia, Netcomm and Unicom presented the first 'White Book on Digital Communication', a publication created with the aim of providing a concrete response to the widespread request for transparency of online advertising.
The White Paper addresses six topics:
- viewability criteria;
- ad fraud;
- brand safety / brand policy;
- transparency of the supply chain, in particular the one of programmatic buying;
- user experience and ad blocking;
- Ad expenses estimation.
In 2018 a second edition was published containing important updates relating, in particular, to the chapter 'Brand Safety and Brand Policy'. The guide will be constantly updated to respond to technological and market developments.
The White Book is available in Italian and English.