TA Digital Joins the W3C to Advance Standardization of Digital Marketing

By Saravana Sivanandham 3 min read

It was the “Who’s Who” of digital marketing, privacy and ad technology—about 50 members of a global elite who gathered to discuss the future of the digital marketing industry and the emerging need for global compliance standards to promote interoperability and sustained growth.

On, Sept. 17-18 in Tampa, Fl., the World Wide Web Consortium (W3C), Adobe and Nielsen Solutions hosted a two-day workshop called, “The Web and Digital Marketing Convergence: What’s Missing? What’s Next?”

The ultimate goal of the W3C is to create a global standard for digital. TA Digital was honored to be part of this first digital marketing workshop and far-reaching discussion, with Saravana Sivanandham, Practice Director for Adobe Digital Marketing, among the contributors.

“Currently, there are no global standards for digital marketing—and yet they are much needed,” said Saravana. “This meeting was just the first step in a long journey to define and create those standards. I’m excited to be a part of this group, and I’m encouraged about the direction the conversation is headed. I’m also proud to represent TA Digital in this important discussion.”

Saravana joined the prestigious group that included market researchers, academics and industry leaders from the U.S, the European Union, China, Japan, Korea and Brazil, as well as senior architects and product managers from some of the biggest names in the business—Google, Facebook, Twitter, Apple and Mozilla.

W3C Standards Will Support a Better Experience for All Digital Citizens

During the W3C workshop sessions, participants brought their own digital marketing experiences to the table and discussed the current gaps and potential areas for standardization. Topics of conversation included:

1) Digital marketing antipatterns:

The discussion touched on the negative consequences of anti-patterns; malvertising (and the need for better screening/detection); inescapable user tracking; accidental data exposure; and the need for standard social sharing options at the browser level (instead of the web page level) to improve efficiency.

2) Omnichannel ad identification and attribution:

Participants discussed the need for ad identification across all media, platforms and technologies; the measurement of attributes across channels to evaluate ad effectiveness; structured data for ads, SEOs and social sharing; and protection against bots serving content using fake sites.

3) Analytics:

Groups discussed the need for open data collection standards; transparency in data collection; seamless migration across vendors and platforms; user control at the browser level to determine what data can be collected; and measuring media consumption across devices and channels.

4) Content and ad security:

The conversation covered the use of https for confidentiality, integrity and authentication for digital marketing; content encryption; the drawbacks of mixed content; and serverside ad insertion.

5) Transparency:

Participants shared about building the trustworthiness of digital marketing; transparency about user information; how ad relevance is determined; tools to improve online management of personal data; data licensing agreement standards between platform providers and end users; and data-driven advertising.

Follow-up meetings to further define these areas are scheduled to take place every few months over the next year. Check back here at our blog for further updates from Saravana about the challenges facing digital marketing, and how the proposed W3C standards could improve the user experience.

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About TA Digital

TA Digital is the only global boutique agency that delivers the “best of both worlds” to clients seeking to achieve organizational success through digital transformation. Unlike smaller, regional agencies that lack the ability to scale or large organizations that succumb to a quantity-over-quality approach, we offer resource diversity while also providing meticulous attention to the details that enable strategic success.

Over the past 20 years, TA Digital has positioned clients to achieve digital maturity by focusing on data, customer-centricity and exponential return on investment; by melding exceptional user experience and data-driven methodologies with artificial intelligence and machine learning, we enable digital transformations that intelligently build upon the strategies we set into motion. We are known as a global leader that assists marketing and technology executives in understanding the digital ecosystem while identifying cultural and operational gaps within their business – ultimately ushering organizations toward a more mature model and profitable digital landscape.

Recognized in 2013, 2014, 2015, 2019, and 2020 Inc. 5000 list as one of the most successful technology companies in the United States, TA Digital is pleased also to share high-level strategic partnerships with world class digital experience platform companies like Adobe, SAP and Salesforce and possess global partnerships with industry leaders such as Sitecore, Episerver, Elastic Path, BigCommerce, AWS, Azure and Coveo.

Saravana Sivanandham

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Saravana Sivanandham