AANA, IAB and MFA band together to work on a common operating standards framework aimed at helping improve transparency in the digital advertising supply chain
The AANA, Interactive Advertising Bureau (IAB) of Australia and Media Federation of Australia have banded together to work on a common operating standards framework aimed at improving transparency in the digital advertising supply chain.
The trio of local associations said the new working group will look to best practices being developed internationally as well as seek input from the industry to ensure digital advertising standards are universally applicable, practical and relevant to the Australian market. The first meet-up is scheduled this side of Christmas and a full timeline of activities and plans is expected in early 2018.
Concerns about the transparency of the supply chain, along with concerns ad fraud and brand safety, have been gaining apace in the past year as programmatic advertising becomes a predominant form of digital media buying and selling.
In a statement, AANA CEO, John Broome, said many major advertisers, particularly overseas, have moved to introduce standards to ensure they have better visibility over where digital advertising appears.
“However, it is important that all advertisers, both big and small, are better equipped to reduce or eliminate advertising that is wasteful, or worse still, may cause brand reputational damage,” he said.
IAB Australia CEO, Vijay Solanski, noted the organisation has already produced a raft of standards and guidelines around viewability, brand safety and ad fraud. These include the inaugural ad viewability data benchmarks released in December 2016 and based on industry data collected by PricewaterhouseCoopers and supplied by Comscore, Integral Ad Science and Moat.
“But this opportunity to join with the AANA and MFA will enable us to bring these forward to absolute world-best practice for all in the digital supply chain,” he said.
MFA CEO, Sophie Madden, said the working group would draw on the relevant expertise of members and participants will include representatives from major advertisers, media agencies, platform providers and publishers.
“We all share the goal of producing meaningful and actionable standards that will significantly improve brand safety and transparency in the digital advertising space,” she said.
It’s not the first time the agencies have hooked up on new and emerging advertising practices. In late 2015, the IAB and AANA came together to launch new native advertising best practice guidelines aimed at ensuring consumers were protected when it comes to recognising paid-for content.
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
Creating a strong company culture may sound like a daunting task, but it’s actually pretty straightforward. In fact, company culture is created in exactly the same fashion as a religion or democracy. Behaviours created from the organisation’s inception are reinforced over time by leadership, attracting like-minded people and eventually reaching critical mass to become an accepted ‘truth’.
The question I get asked most regularly these days is: ‘Do I need to rebuild my company’s systems on Blockchain?’ And the answer, every time, is ‘No, you’re asking the wrong question’.
Throughout my career, I have witnessed a litany of brand names that profess to have a unique customer value proposition (CVP). In reality, however, they’ve had little more than a ‘value proposition’: A simple list of benefits applied to a general audience.
In this bonus last episode of this new podcast series, BrandHook MD, Pip Stocks, talks with former ANZ group general manager of marketing, Louise Eyres, talks about the importance of thinking like a customer and using intuition to solve customer painpoints.
Thanks for writing about chatbots. Definitely bots have the exciting future when it comes to customer engagement, transactional and conve...
Giridhar Prathap Reddy
Deloitte TMT Predictions: AR and mobile crucial for marketing success in 2018
Hi there! Thanks for this interesting article! I love to read about new technology and software that makes our lives easier. I'm looking ...
Julia Summer
Wartsila overhauls Web platforms to create ‘seamless’ brand experience across all devices
RE: Sales and marketing SLAs, often the choke point isn't the teams but them getting the data into the tools they want to use with the da...
Ed Fry
Why sales and marketing alignment is more important than ever
Thank you for the good and very helpful information. It is very interesting. I love all the things you share and see your beautiful creat...
รัตนาวดี ภูมิวรรณ
Former eHarmony marketing chief joins telco startup
Colin Kaepernick, not Mike Kapernick.
thisisw
Zenith's innovation leader: Mid-digital age not benefitting media, brands or consumers