ADMA launches education program to tackle viewability, ad fraud and brand safety

The Association for Data-driven Marketing & Advertising (ADMA)'s new program is set to empower marketers to make better actionable decisions

The Association for Data-driven Marketing & Advertising (ADMA) is launching a free education program for its members to tackle the issues of viewability, ad fraud and brand safety.

Officially kicked off on the 29 May, the IQ Spotlight Series is a six-week program developed under ADMA's education arm, ADMA IQ, and is set to empower marketers with key information, tools and resources that they need to these pressing issues and also arm them with knowledge that ensures they can ask the right questions of their business partners.

“In the last few months, the marketing and advertising industry has been hit hard by these key issues,” said ADMA's CEO, Jodie Sangster, “But so far we have seen a lot of talk and little positive action. While debate is useful, that alone will not solve the problem.

"We need to educate marketers so they can better understand the issues, implications and consequences of viewability, ad fraud and brand safety and arm them with knowledge so that they can ask their agencies and partners the right questions to drive transparency. This will not only start to actively address the issues but also assist in developing trust relationships between clients, agencies and platforms that will be positive for the business.”

The education program features subject matter experts from Australia and overseas including Twitter head of video, Lottie Laws, cyber security and ad fraud research, Augustine Fou, Mindbox founder, Nic Halley and Louder consultant, Andrew Hughes.

"The issues surrounding measurability affects every organisation, and it is absolutely vital that we bring marketers up to speed with what’s happening and provide them with the knowledge on how to address these issues and similar ones that might arise in future,” chair of the board and Uber Australia director of marketing, Steve Brennen, said.

"There is a need for a consistent approach across the industry and a robust approach to education so all marketers are equipped to have the right conversation with agencies and media partners," ADMA board of director and Common Wealth Bank's GM for brand, sponsorship and marketing operations, Stuart Tucker, added.

Following the course, ADMA will form a steering committee to establish a mechanism for agencies, publishers and suppliers to demonstrate their transparency, develop a standardised credentials system to be used across the board to assess transparency levels.

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!

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
cmo-xs-promo

Latest Videos

More Videos

Thanks for your feedback, Rabi. While we introduced the ROO concept using a marketing example, I also believe that it is pertinent to man...

Iggy Pintado

Introducing Return on Outcome (ROO) - Brand science - CMO Australia

Read more

Thanks for your insight, Philip. Return On Outcome (ROO) requires balanced thinking with the focus on outcomes as opposed to returns.

Iggy Pintado

Introducing Return on Outcome (ROO) - Brand science - CMO Australia

Read more

Beautiful article.

Hodlbaba

15 brands jumping into NFTs

Read more

"Blue" is really gorgeous and perfectly imitates a human customer support operator. Personally, I won't order a chatbot development for m...

Nate Ginsburg

Why the newest member of BT’s contact centre is a chatbot

Read more

As today’s market changes rapidly, the tools we use change, and it is important to adapt to those changes to continue to succeed in busin...

Anna Duda

Report: 10 digital commerce trends here to stay

Read more

Blog Posts

How the pandemic revealed the antidote to marketing’s image problem

What does marketing truly ‘own’ in most organisations? Brand and campaigns, definitely. Customer experience? That remains contested ground.

Murray Howe

Founder, The Markitects

Still pursuing a 360-degree view of the customer?

On the Internet, nobody knows you’re a dog.” It may have been true in 1993 when this caption to a Peter Steiner cartoon appeared in the New Yorker. But after 30 years online, it’s no longer the case.

Agility in 2022

Only the agile will survive and thrive in this environment and that’s why in 2022, agility will need to be a whole-business priority.

Sam McConnell

Melbourne bureau chief, Alpha Digital

Sign in