The entity created the Technical Committee on Metrics and Indicators (CTMI), which involves Cenp-Meios
Internal changes at Cenp (Market Self-Regulation Forum) gain more strength as of September with the reformulation of the Committees and the creation of Working Groups. The Media Technical Committee (CTM), for example, takes a more plural and proactive approach with a new name: Technical Qualification Nucleus (NQT).
In addition, the Technical Committee on Metrics and Indicators (CTMI) was created, which involves Cenp-Meios and is also dedicated to developing and discussing other metrics projects for the market; the Digital and Brand Safety Technical Committee (CTDBS) also gains scope, with the objective of discussing good practices in the search for a better return on investment in digital media; and a third committee will be created, dedicated to Diversity, Equity and Inclusion (CDEI), whose mission will be to produce and develop census data on diversity for the sector. According to Regina Augusto, executive director of Cenp, two working groups will also be set up: Good Practices in Incentive Plans and Good Practices in Competitions.
Regina explains that a little over a year ago, the entity began a process of adjusting its activities, of redefining its route. According to her, with the arrival of Luiz Lara as president of the council, this was accelerated. In these first six months of the year, we updated the entire statute of the entity, adjusted the governance and now started to reorganize working groups and committees. To make it tangible, Cenp leaves any punitive and sanctions view, this chapter was removed from our statute; it made sense in its creation, but today, with the sedimented self-regulation and the transformations of the market, it has lost its practical sense.
She also states that all this movement is a reflection of the rapid changes that the market has been going through and is in line with all the entities that maintain Cenp. We continue as an entity that values good practices in commercial relations, but today we know that the actors in this market are more plural, we have new digital links, a market that is more attentive to data and metrics, which understands the values of diversity.
For her, all new fronts are covered in this new moment of Cenp, whose objective is to literally be a forum for dialogue, more open to the market, with an action connected with the reality of agencies, advertisers, digital links and vehicles.
The new direction seeks to bring digital players into the entity, because the sector reflects the evolution of the market, since, as Regina herself says, the world is advancing in digitization and digital transformation is a reality, just like globalization and the change of consumer behavior. If our proposal is increasingly connected with the reality of this market, we need to bring discussions and solutions relevant to it to the forum and, in this context, the new digital links need to be heard and contemplated. For her, Cenp has advanced in the dialogue with the IAB so that he can be part of the body again. Most importantly, and this is evident in our premises: we welcome new business models and hybrid agents. We do not want to restrict, but rather open the doors to foster dialogue with the entire advertising ecosystem.
Cenp is also more engaged in data and brand safety and, according to her, follows the same reasoning: they are important topics for the market and, consequently, for Cenp. What we want and need is one of our premises to support and promote mechanisms and initiatives that maximize return on investments and efficiency for all actors in the advertising ecosystem, bringing more relevance to advertisers, publishers and users, valuing brand safety through transparent and auditable metrics, data and indicators. Cenp is also working on the reformulation of the committees and on a more intense production of content for the market. We continue with the ten sponsoring entities and around 300 executives who voluntarily donate their time to Cenp. One of our intentions is to expand the dialogue with other entities that are part of the communication ecosystem, such as Apro, Ampro and Abracom, for example, he explains.
