Marketing mix modelling (MMM) has not only seen McDonald’s investing more into media in Australia, it’s been the foundation for demonstrating creative’s impact, its head of global media accountability and ROI claims.

Digital channels are effective at delivering brand impact and more cost efficient than most offline channels, according to a new report.

Australian brands and agencies spent $9 billion on digital advertising in the 2019 financial year, a jump of 7.1 per cent from the previous year, according to the latest Interactive Advertising Bureau (IAB) Online Advertising Expenditure Report.

​With the digital video advertising landscape growing in both market share and complexity, brands are trying to break new ground, develop new creative, and discover metrics to make it all measurable.

The need for cross-media measurement is the standout recommendation from the upcoming IAB Future of Measurement report, due out later this month. But getting there will require cooperation and starting small.

The Interactive Advertising Bureau of Australia (IAB) has confirmed Nine’s director of sales and publishing as its new chair.

If you ask a brand what their visual brand assets are, there is no doubt they could rattle off a list as long as your arm, down to the colours, sizes of logos and even their offices.

The AANA, IAB and MFA are positioning their first joint, cross-industry digital advertising practices as a way to restore trust and drive up credibility across the ecosystem of supplier, advertisers, publishers and technology providers.

​The Interactive Advertising Bureau (IAB) is on the hunt for a new CEO following the immediate departure of Vijay Solanki.

Two of Australia’s marketing industry associations have stressed the need for organisations to put consumer trust front and centre and build more stringent and adaptable data governance practices as scrutiny continues around how 50 million Facebook profiles ended up in the hands of Cambridge Analytica.

The onus is on client-side marketers to keep themselves educated on the latest advertising technology platforms if they want to drive more efficient and valuable customer engagement, Lenovo’s digital and social marketing leader, Danielle Uskovic, says.

Last-click attribution remains the bane of the digital marketing industry, many in the industry agree. Yet widespread use as a result of technology, along with growing applications of artificial intelligence (AI) in programmatic advertising, could actually see brands beholden to this misguided approach for even longer.

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.

IAB Australia and Nielsen have officially taken the wrappers off their Digital Content Ratings scorecard, aimed at giving publishers, agencies and marketers daily digital audience data across all devices.

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

The Interactive Advertising Bureau (IAB) is claiming a world-first after launching its inaugural edition of digital advertising viewability benchmarks based on industry data.

Digital video and mobile are continuing their ascent as preferred online advertising channels for Australian brands, chalking up 43.8 per cent and 56.6 per cent year-on-year growth respectively, IAB’s latest research has found.

Almost 30 per cent of Australian consumers are using ad blocking technology on at least one of their connected devices but only 6 per cent have installed the technology on their mobiles, a new report has found.

The Interactive Advertising Bureau (IAB) Australia has released an industry handbook on affiliate marketing in a bid to better educate the market on this growing digital marketing technique.

Agencies are stepping up their use of attribution modelling, ad fraud detection, data management platforms, brand safety and ad viewability tracking as they strive for more effective results, a new report from IAB has found.

The Interactive Advertising Bureau (IAB) Australia has brought on News Digital Networks Australia’s MD as its new chair.