Trio of Aussie industry associations unite to tackle digital advertising fraud and transparency

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

 

Join the newsletter!

Or
Error: Please check your email address.
Show Comments

Blog Posts

Will our manners go the same way as texting when robotic servants take over?

Much of the talk in the industry is focused on the limited amount of time that screens have left in our lives.

Katja Forbes

Founder and chief, sfyte

Social purpose: Oxygen for your brand health vitals

If trust is the new currency, then we’re in deep trouble. Here's why.

Carolyn Butler-Madden

Founder and CEO, Sunday Lunch

Customer experience disruption: Healthcare faces a bitter pill

Over the past decade, disruptors such as Amazon, Apple and Australia’s Atlassian have delivered technology enhanced customer experiences, which for the most part, have improved customers’ lives and delivered unparalleled growth. Can they do the same for healthcare?

Alex Allwood

Principal, All Work Together

are you talking about bbc news here

frank

CMO interview: How BBC Worldwide's marketing lead builds brand purpose and growth

Read more

Toms is definitely my favourite shoe brand! Along with Aurélien. For this summer I bought two pairs of navy Toms espadrilles and a pair o...

Paul Erickson

​The shoe with a good soul: TOMS’ innovations for philanthropic engagement

Read more

I think this is the best article today about the salesforce latest platform. Thanks for taking your own time to discuss this topic, I fee...

Ramramky

Salesforce looks to democratise AI, IoT with latest platform play

Read more

I came across this recently when researching blockchain loyalty point projects. There are quite a few projects. Most are in development a...

Andrew @ EcomLoop

How cryptocurrency is set to change the customer loyalty program model

Read more

nive!

Maureen Becks

How AI helped San Churros build brand loyalty and excitement

Read more

Latest Podcast

More podcasts

Sign in