In a recent conversation with a chief technology officer, he asserted all digital technology changes in his organisation were being led by IT and not by marketing. It made me wonder: How long a marketing function like this could survive?
The Interactive Advertising Bureau (IAB) and Media Federation of Australia (MFA) are pulling together on an advisory group aimed at unifying the growing digital advertising industry.
The group is the latest step in the IAB’s plans to launch new programs that will help it embrace the wider digital advertising community.
The new IAB-MFA Agency Advisory Group (IMAAG) aims to facilitate dialogue between agencies, publishers, marketers and measurement vendors to bring better definition and agreement across online advertising. Top on the list of priorities is developing a code of conduct focused on fraudulent traffic, viewability and verification.
The IAB initially announced the launch of an agency advisory group in March, but has since partnered with the MFA as a way of embracing the wider online agency community. The IMAAG takes the place of the MFA's Interactive Committee.
MFA CEO, Sophie Madden, said the two associations were closely aligned on several key issues.
“IMAAG is a unique opportunity to get agencies, publishers and technology partners in the same room, working together towards industry-wide solutions that will shape our industry’s future,” she said.
The group is being chaired by Group M chief investment and intelligence officer, Danny Bass, who said the classification of news sites and defining premium display are also major issues on the agenda.
“It is important to acknowledge the importance of quality journalism, educate clients about the benefits of aligning with respected publications, and recognise the significant differences between types of news sites,” he commented.
Alongside Bass, the group has 14 other founding members from the agency and interactive publishing space: Anya Collingwood, Match Media; Ally Cooney, TMS Australia; Dan Robins, Resolution Media; Esther Carlsen, Xaxis; James Greet, Ikon; Jason Tonelli, SMV Group; John Miskelly, Group M; Jonathan Betts and Ros Allison, Zenith Optimedia; Peter Hunter, PhD Network; Leigh Terry and Stuart Bailey, OMD; Sophia Madden, MFA; and Travis Johnson, Mnet Mobile.
In May, the IAB launched a video advertising advisory council to provide guidance and support around video advertising trading practices.
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