IAB aims for simplicity in digital advertising with new councils and approach

Interactive Advertising Bureau revises and adds new councils to its operations, and says it's putting the emphasis on tackling ad viewability through more transparent, cross-industry industry measurements

The Interactive Advertising Bureau (IAB) Australia is streamlining its advisory council structure and says it’s putting simplification, transparency and trust at the core of its activities in 2017.

The digital association has established a new Executive Tech Council to sit across its existing Video, Mobile, Audio and Standards and Guidelines Councils, aimed at better unifying efforts in these areas. The umbrella council will be chaired by recently appointed consultant and for REA Group media leader, Jonas Jaanimagi. The emphasis for the Council is on viewability, adblocking, ad fraud and programmatic advertising.

The IAB’s research director, Gai le Roy, is also overseeing a refreshed Executive Measurement Council, which has been given an expanded brief across all measurement from strategic planning to effectiveness metrics.

This includes a new Ad Effectiveness Council, which launches in March, aimed at helping the industry better analyse advertising’s impact across different activities, as well as better unite digital advertising metrics with other cross-media data. Those getting involved include publishers, agencies, advertisers and research companies.

IAB CEO, Vijay Solanki, said the agenda this year is to simplify and inspire the industry while working to harmonise digital advertising measurement. He agreed there was significant confusion around the types and transparency of digital measurement thanks to the explosion of different media and advertising formats, and that solving it would require both industry-wide collaboration as well as an ability to adapt to changing consumer behaviours and interactions.

As an example of this collaboration, Solanki noted the recent IAB Viewability whitepaper, which brought together 19 organisations with competing commercial and technical interests coming together to benefit the whole industry. He also said the IAB was open to working with other industry associations and would welcome more brand-side members to further ensure the future of the digital marketing industry.

“We are about joining up the two sides of the brain – the art and the science – and we do that through simplification,” he said. “Our primary strategic goals are about the measurement piece, and building the trustworthy digital supply chain.

“We go back to one fundamental truth at the IAB, which is trying to get the right data and trying to help the industry make sense of that data, be that in audience measurement or be that topics like viewability or ad blocking.”

Calls for better transparency around digital advertising performance and industry-wide metrics have been gaining significant momentum across the industry. Disparate and often misunderstood measurement practices between technology vendors, new and old media players and agencies, are increasingly being criticised by brands now looking for a way to better understand the effectiveness of their media spend.

Reporting errors, such as the overestimations of video views admitted to by Facebook, have only added to a desire to crackdown on how digital measurement is handled.

Last month, Procter and Gamble’s chief brand officer, Marc Pritchard, called out “murky” and “fraudulent” digital marketing practices, and said the FMCG giant was implementing a number of changes to agency contracts and the way it handles digital advertising in order to combat poor media supply chain practices.

According to Solanki, bringing data together from across the industry – buy and sell - is a core part of tackling these issues, and he said the IAB is looking to bring more of the ecosystem together to combat metrics concerns.

Over the past two years, the association has been working in partnership with Nielsen to produce a new digital audience measurement currency that offers independent, cross-device measurement.

A big step forward was the launch of the digital ratings (Monthly) measurement last March, which pools together Nielsen’s PC panel for home and work with national panels of Australian smartphone and tablet device users, as well as census tagged data for PC and mobile Web and data tracking from more than 6500 media organisations, brands and channels.

The IAB is now working on Digital Content Ratings, which will bring in third-party provider data from tagged participating players, as well as provide the market with daily-based ratings around digital text, audio and video digital consumption. These are due out in Q2, 2017.

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

Join the newsletter!

Error: Please check your email address.
Show Comments

Blog Posts

To DMP or not to DMP?

There are plenty of brands that can benefit from plugging into a data management platform. But should you engage an agency to run one or bring it in-house?

Ben Willee and Richard Taylor

Spinach Advertising

Innovations in retail will bring creative and technology closer than ever

While approaching a customer in a shop and asking what you can help them with is Retail 101, how many of us actually enjoy being approached? Generally, you have to give the forced, fake smile and say, “Just browsing, thanks,” while screaming on the inside, “just leave me alone!” Maybe it’s just me?

Jason Dooris

CEO and founder, Atomic 212

There’s a brand in my digital soup

Not a day passes by in the life of business executives where digital innovation or the prospect of disruption is not front of mind. This in turn, drives an unrelenting flow of questioning, discussion and strategy papers.

Jean-Luc Ambrosi

Author, marketer

It is really inspiring to see that medial psychology & machines are going hand in hand to innovate new things and even are improving ...

CBT Professionals

How psychology is shaping better machine learning

Read more

Anything is achievable when you talk the talk .. good luck

Mo Al Hooti

Data Creative crowns Matt Bates as new CMO

Read more

Great hire and good luck Andrew. I am sure you'll do a fabulous jobRob

Rob

Amaysim marketing and commercial chief joins property tech investment startup

Read more

I need to be reborn before i can grow up & become a contestent.

Kaye Peterkin

Channel Nine's content now streamed digitally on 9Now

Read more

I hope The Block, will continue for many many more seasons.When i die, & grow up, I want yo come back as a contestent.

Kaye Peterkin

Channel Nine's content now streamed digitally on 9Now

Read more

Latest Podcast

More podcasts

Sign in