Telstra exits IAB Board
The Interactive Advertising Bureau of Australia (IAB) has suffered a blow to its Board, with Telstra withdrawing and others in discussions, Mumbrella understands.
The Board, which is made up of News Corp, Yahoo7, Telstra, REA Group, Carsales, Google, Simpsons Solicitors, Fairfax Media, Nine and Facebook, are understood to pay $150,000 each year for their place.
Mumbrella understands Telstra expressed lack of interest prior to the annual general meeting.
This means Rebecca Haagsma, director of production innovation and customer experience, sport and entertainment at Telstra, will no longer be on the Board.
Vijay Solanki, CEO of the IAB Australia, confirmed the news: “We can confirm that from 1st July 2018, Telstra will no longer hold a seat on the IAB Australia Board.
“We are delighted however that they will be continuing to support IAB Australia, maintaining a strong, ongoing involvement in both the Measurement and Regulatory Councils as well as actively engaging in key programs as a senior IAB member.”
Following issues with measurement related to Google AMP and https, Fairfax Media withdrew from Nielsen’s digital content ratings.
Mumbrella understands a number of other publishers have also voiced their concerns to Nielsen, but are yet to see results.
One of their main concerns is the disparity between unique audience in Digital Ratings Monthly and Digital Content Ratings. Publishers have also expressed concerns about Nielsen’s decision to use Facebook’s video measurement, and contribute those audience views to total audience.
I don’t see what the Nielsen dispute has to do with Telstra pulling out of the IAB council. Am I missing something or were you just trying to add a few extra paragraphs?
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Watch this space.
IAB mantra always was to grow digital media ad dollars and for many years they did a fantastic job. With the loss of four key board members over the last six months including their Chair it will be tough to convince their respective companies to spend that amount moving forward. Likely they will have other priorities in what continues to be a tough market.
Of course Google and Facebook will remain – you could always change the name to the International Advertising Bureau and retain the acronym/brand.
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Hi ‘Don’t get it’,
For some time, the IAB Australia and Nielsen have worked together, Nielsen being the preferred supplier for digital audience measurement services.
This means the IAB Australia and Nielsen have close ties, and some of the issues with Nielsen are extended to the IAB Board.
The tensions with Nielsen are one of a number of key issues we understand the Board has with the IAB at the moment, and is therefore relevant to this piece.
Cheers,
Zoe – Mumbrella
Nielsen have a clear conflict of interest in that they are they currency measurers of Tv, contracted to Oztam and are primary measurement supplier for online data. The metrics Agencies and advertisers want like cross platform measurement and parity ad viewabilty measures for online video and linear TV are just not happening fast enough. Pretty obvious why! IAB need to shift online measurement to another supplier.
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Run that one past me again?
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Don’t drink and post!
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And who would you suggest?
You wouldn’t happen to work in for a competitor?
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The Board are guard rails not the business decision makers. The IAB team are obviously not making the correct calls and should be held accountable. Especially if the Board is pay for play. With any Member based organisation Members hold the power as they don’t have to renew.
This is the latest in what seems to be an endless tirade of bad announcements from this org. Times up?
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