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 newsletter!

Or
Error: Please check your email address.
Show Comments

Blog Posts

The great unlearning: How brands can assist with the adoption of voice

Mainstream adoption of voice technology will be all about what consumers are learning not to do.

Ash Mustchin

Director, digital and experiences, Principals

Why getting intimate is key to creating a great customer experience

According to CMO’s State of the CMO 2017 research, 83 per cent of CMOs believe customer experience to be central to their role. An interesting stat considering few of us experience great brand experiences.

Pip Stocks

CEO and founder, BrandHook

Creating the ultimate customer-centric environment in 2018

All businesses today that are serious about being successful have adopted a customer-centric environment.

Katja Forbes

Founder and chief, sfyte

'to lesson screen time'LOL someone needs a lesson on how to lessen typos.

Andrew Ward

Golden Circles invests in content play to drive brand purpose

Read more

Hey Nadia, interesting read. We have all read about what your chatbots should offer or have but haven't came across with anything about w...

Ashish K Jain

What not to do when building chatbots and voice-based brand interactions

Read more

There are some many other great solutions compared to the ones you listed here. Our clients left some of those and switched to MARA (getM...

Alexandru Rada

CMO's top 10 martech stories for the week - 9 June

Read more

Charming Shane. You know this is a public forum, right ?

Peter Strohkorb

​CMO Interview: Why aligning sales and marketing drives innovation at Konica Minolta

Read more

I agree customer intimacy is a great way of creating better customer experience. Especially in the Insurance and Financial industry. Her...

Jessicalopez1989

Why getting intimate is key to creating a great customer experience and optimising customer value

Read more

Latest Podcast

More podcasts

Sign in