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.

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