As various industries strengthen their efforts and raise self-regulatory standards, more follow suit. Unruly, the video marketplace that provide analytics to advertisers for audience engagement, has formed the U7 —a council composed of brands, agencies and leading global advertisers to address concerns and improve the landscape of digital marketing. The U7 is comprised of 10 of the world’s largest advertisers including American Express, Diageo, GSK, L’Oreal, Mars, Nestlé, Unilever, Samsung, and The Wall Street Journal. They will also be joined by leaders from Carat, Havas, and Wavemaker. There is a general consensus that addressing brand safety, transparency and accountability among advertisers (e.g., data traffic, user engagement, and consumer data) is of importance, and U7 aims to create an avenue for dialogue between advertisers and marketers to gain an understanding of emerging digital technologies. The council’s first meeting, titled “Hearts & Minds”, will establish a...