IAB and MFA join forces on online advertising advisory group

IAB-MFA Agency Advisory Group aims to facilitate dialogue between agencies, publishers, marketers and measurement vendors to bring better definition to the online industry

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.

Follow CMO on Twitter: @CMOAustralia, take part in the CMO Australia conversation on LinkedIn: CMO Australia, join us on Facebook: https://www.facebook.com/CMOAustralia, or check us out on Google+: google.com/+CmoAu

Signup to CMO’s email newsletter to receive your weekly dose of targeted content for the modern marketing chief.

Join the CMO newsletter!

Error: Please check your email address.
Show Comments

Supporting Association

Blog Posts

People in vegan houses shouldn't throw bacon

Picture this. You’re at a Gourmerican burger joint chomping a cheeseburger, when an outspoken vegan friend starts preaching that you’re killing the planet. Last week, that same vegan downed a pricey glass of pinot before their flight to a far-flung destination, armed with their strongest mossie repellant and first aid kit. Anything amiss?

Abbie Love

Strategist, Ikon Communications

The role of the CMO is evolving: Are you keeping up?

My (amazing) vacation in the Galapagos Islands earlier in the year got me thinking about Charles Darwin and his theory of evolution. What does this have to do with the role of today’s CMO, you ask? Plenty.

Sheryl Pattek

Vice-president, executive partner

Getting your business ready for the Entrepreneurial Consumer

We all know the digital revolution has completely transformed the way consumers are interacting with brands, and that a lot of businesses are finding it hard to catch up. One way to closing this brand gap is to understand consumer behaviour and build a brand experience that meets these new needs.

Pip Stocks

CEO and founder, BrandHook

It’s excellent aiming to resurrect the complete within the hearts and minds of connected customers, moreover because the terribly relevan...


CMO Interview: How Kodak’s global CMO is bringing the brand back from the brink

Read more

Great to see ActiveCampaign's growth funded with some serious money.As a platform, it's up there with the usual suspects in terms of feat...

Lawrence Ladomery

CMO's top 10 martech stories for the week - 13 October

Read more


Kerry Edwards

Open Colleges taps into social for better student interaction

Read more

Or just go to sites like www.shopsthatshiptoaustralia.c... and others and be sure that the stores will send to where you live :-)


Why online shopping is like dating – RedBalloon CEO

Read more

Personalisation is the key. Customers demand a very relatable and well defined CX where the sincerity and understanding of their disposit...

Hitesh Parekh

In pictures: Improving cutomer experiences through smart personalisation

Read more

Latest Podcast

More podcasts

Sign in