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

Sign up to gain exclusive access to email subscriptions, event invitations, competitions, giveaways, and much more.

Membership is free, and your security and privacy remain protected. View our privacy policy before signing up.

Error: Please check your email address.
Show Comments

Blog Posts

Is artificial intelligence riddled with bias?

The purpose of Artificial Intelligence (AI) has always been to replace the menial and repetitive tasks we do each day in every sector, so that we can concentrate on doing what we do best. Saving time and money has certainly been a decent outcome as AI infiltrates the business landscape, however, now we are starting to see problems that cause major issues in practice.

Katja Forbes

Founder and chief, sfyte

5 things every business can do to drive brand loyalty

If you’re in any customer-centric role, you’ll likely be familiar with the Net Promoter Score (NPS) – one of the most popular tools for brands to measure their customer sentiment.

Catherine Anderson

Chief customer officer, Powershop Australia

What the modern gig economy is doing to customer experience

Most marketing theory was established in the context of stable employment relationships. From front-line staff to marketing strategists and brand managers, employees generally enjoyed job security with classic benefits such as superannuation plans, stable income streams, employment rights, training, sabbaticals and long-service leave.

Dr Chris Baumann

Associate professor, Macquarie University

Thank you! That was useful to know.

Belia Adam

Why your best social marketing brand tool could be hiding in plain sight

Read more

Because you are missing the point of the term "disruption"

Sean

Uber for the truckies: How one Aussie startup is disrupting the freight industry

Read more

Absolutely agree with this ... Facebook doesn't care what adds they show. You report an add for fake news/scam and it just remains "open...

Quasi Carbon

Unilever CMO threatens Facebook, Google with digital advertising boycott

Read more

How to create Pinball game in 4 minshttps://youtu.be/S1bsp7del3M

Alex Atmavan

Rethinking gamification in marketing

Read more

True Local - one of the least credible review sites on the entire internet.

MyNameIsStomp

Former Virgin Mobile CMO and CEO joins oOh! as first customer chief

Read more

Latest Podcast

More podcasts

Sign in