Ad industry bodies enter alliance to develop ‘best practice’ brand safety and digital transparency standards

Advertising industry bodies have formed a working group to create a set of “best practice” operating standards to help combat transparency issues in the digital advertising supply chain.

The new group alliance which includes the Australian Association of National Advertisers (AANA), Interactive Advertising Bureau Australia (IAB) and Media Federation of Australia (MFA), aims to decrease fraud and improve brand safety by drawing from best practice solutions overseas.

John Broome, CEO of the AANA, said in a statement: “Many major advertisers, particularly the global players, have moved to introduce standards to ensure they have better visibility over where their 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 repetitional damage.”

Vijay Solanki, IAB Australia CEO said: “We will draw on the relevant expertise of our members and participants will include representatives from the 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.”

The three associations will convene the first working group meeting this quarter and provide details of its timeline and activities in early 2018.


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