Industry Bodies Release First Collaborative Digital Working Practices For Advertisers
The Australian Association of National Advertisers (AANA), Interactive Advertising Bureau (IAB) and Media Federation of Australia (MFA) have released the industry’s first agreed set of digital working practices to support advertisers, agencies, publishers and digital platforms.
The Australian Digital Advertising Practices clearly articulate the areas of responsibility and requirements for all involved in the ecosystem from advertisers and partners including media agencies, media owners, publishers and platforms.
Openly available to all, the Australian Digital Advertising Practices have been specifically designed for Australia and provide clear guidance to help re-balance the way digital ecosystem partners work together, to build trust, establish a common language and extend confidence in the digital advertising value chain.
Developed by a working team made up of advertisers, media agencies and publishers assisted by additional subject matter experts and reviewed through extensive industry consultation, the Practices are for practical everyday use.
They include guidance, checklists and links to specialist sources to provide access to deeper knowledge and detail across five digital advertising value chain areas.
These include digital transparency; viewability; brand safety; ad fraud and data transparency.
According to AANA John Broome, the Australian Digital Advertising Practices offer practical guidance for marketers seeking to drive effective and efficient digital ad investments.
“Our collective goal was to create a common language and set of best practices that could be used by all participants throughout the digital ecosystem.
“AANA, IAB and MFA and our combined membership cover all points in this ecosystem and working together, as opposed to separately, offers us the best prospect of achieving positive change.
“The approach we are taking means that that the right questions and right discussions can now be had between advertisers and their partners.
“These will deliver better outcomes for all.”
IAB CEO Gai Le Roy commented, “With the continued growth of people accessing digital media as well as the corresponding increase in digital ad investment, these Practices provide a set of clear and practical and usable solutions that are flexible enough to fit individual advertiser and partner needs.”
MFA CEO Sophie Madden added, “The Practices are the culmination of months of cross-industry collaboration driven by a common motive to build a solid and robust infrastructure for the digital advertising industry.
“Today’s release is the first step in our journey and we will be working together to regularly update them to reflect emerging opportunities and issues as they arise.”
Nestle head of marketing Michelle Katz said, “There is a shared responsibility for all of across the digital ecosystem from advertisers and partners alike to take responsibility for their own knowledge and understanding.
“The Australian Digital Advertising Practices provide an excellent resource to support all in the digital value chain and will ultimately drive elevated trust and confidence in how and where to invest in the eco system.”
The Australian Digital Advertising Practices are based on five key operating principles:
- Champion the consumer experience. A better user experience will not only lift key quality metrics but also overall campaign effectiveness.
- Educate to inspire change. Inspire change through best practice education, communication and a clear understanding of the metrics. We cannot force or mandate change.
- Shared ownership & responsibility. No one part of the value chain can deliver the goal without the other parts. Shared ownership and shared responsibility are required to solve the issues. All participants in the value chain need to take responsibility for their own knowledge and understanding.
- Every value chain is unique. Each advertiser’s needs are different. The approach to improving the value chain needs to be optimised for each advertiser’s needs and partner arrangements. The advertiser is accountable for their individual value chain.
- Fair value for outcomes delivered. Value is created through quality and price. Adopting best practices to deliver better outcomes may cost more.
The Australian Digital Advertising Practices are not mandated solutions and nor do they propose the same answer for every advertiser or partners.
The Boards of the AANA, IAB and MFA have collectively endorsed the Australian Digital Advertising Practices and encourage the adoption of these best practices by the whole industry and see training, continuous improvement and verification and accountability frameworks as next developments.
The three organisations plan to update the Australian Digital Advertising Practices on an annual basis.
The Australian Digital Advertising Practices can be downloaded from the AANA, IAB and MFA websites from Tuesday 2 August.
Latest News
‘A Very Rare Breed Of Creative’ – Clemenger BBDO hires Chief Creative Officer
B&T's chatting with Clems boss Dani Bassil on Adrián Flores CCO appointment. We never got to Italian or Thai herbs.
Concrete Playground Debuts Innovative Urban Exploration Platform With Lexus As Launch Partner
Concrete Playground announced the launch of its redesigned website in partnership with Lexus. This partnership introduces a new era of urban discovery, enabling a deeper, more intuitive engagement with cities through a state-of-the-art digital platform. Revolutionised Digital Experience Concrete Playground’s website has undergone a significant transformation, designed to enhance the way users interact with their […]
Mindshare And The Brand Agency Take Top April’s New Business Rankings
Which agencies soared like an eagle for the month of April? As in stellar performance, not Eddie the hapless ski jumper.
Suntory BOSS Coffee Fuels Ambition With New Campaign From It’s Friday
Does your workplace have a strict, policed illegal drug policy? Then Suntory BOSS Coffee will have to do.
Resolution Digital Wins MyPlates Media Account
The best thing about personalised number plates is it makes spotting wankers on the road far easier. And drug kingpins.
Debunking The “Three Year Lie”: A New Approach To Retail Digital Strategy
This columnist says it's wrong to claim digital always has a three-year pay off. Has no opinion on the seven-year itch.
TV Ratings (06/05/2024): The Farmer Is Back And He Wants A Wife
It was a good night for lovers of farming and love.
The Growth Distillery Unveils The New Rules Of Influence
The New Rules Of Influence has arrived. And there appears to be no "difficult second album" syndrome here.
Whittaker’s Launch New Brand Platform, ‘Hello Chocolate Lovers’ Via Bastion Shine
New Zealand chocolate brand continues its insidious march into the Aussie market. Much like New Zealanders themselves.
Tyro Shows They Are ‘Into Business Big Time’ With New Brand Campaign Via Howatson+Company
Think finance isn't funny? Think again with this fun work. Yes, it still applies to funeral homes & Clive Palmer ads.
IAB Study Finds 66% Of Advertisers Have Five Or Less Years Experience With Affiliate & Partnership Marketing
Study finds advertisers & agencies not overly experienced with affiliate marketing. The opposite to networking drinks.
Optus Names NBN boss Stephen Rue As New CEO
In what would've been a delicious irony, alas this Optus news didn't get leaked in a major security beach.
Indy Enigma Delivers Signage For NSW’S First Purpose-built Surf Park
Is the fear of shark attack holding you back from a professional surfing career? This new surf park could be the ticket.
Houston Ramps Up Creative Capability, Appoints Two Senior Creatives
Houston - we don't have a problem! Well, not anymore with the appointment of these other-worldly recruits.
JCDecaux Secures All Major Bus Advertising Contracts Across Sydney
Do you like your ads to arrive 25 minutes later than scheduled? JCDecaux now boasts Transport for NSW's bus ad contract.
CommBank Launches The Brighter Side TV On 10 And 10 Play
Commbank teams with 10 for a new financial literacy program. Pensioners and the unemployed are advised not to watch.
IMAA Announces Next Female Leaders Of Tomorrow Programme
Here's a top initiative by the IMAA that B&T's proud to get behind. Unlike the 20 hotdogs in 20 minutes challenge.
Fast 10: Avid Collective’s Luke Spano On Building Deeper Relationships With Local Publishers & Advertisers
Avid Collective's Luke Spano takes on B&T's fast 10 questions. Well, 11 if you include "did you have a nice weekend?"
QMS Boosts NSW Billboard Network With Australian Turf Club Agreement
The QMS team seemingly now the ones to ask for a hot tip at Rosehill after partnering with the Australian Turf Club.
VMO Signs Deal With Stockland Shopping Centres
Often visit Stockland malls only to forget the very reason you came in the first place? Let VMO give you a gentle prod.
Day Management Appoints Paramount’s Tim Wall As Head Of Talent And Publicity
Paramount's Tim Wall exits the TV business after 12 years. Confesses the Rove years were the most taxing.
Poppet’s Postive Party Celebrates First Birthday At New HQ
Think first birthdays and fairy bread and dirty nappies spring to mind. Not to say it didn't happen at this one either.
Enjoy A Hahn Solo… And May The Fourth Be With You
If anything, this campaign does beg the question - at what age does Star Wars cut off as a cultural phenomenon?
DMARGE Founder Unveils Creator-Led Social Media Agency Feedstar
New creator-led social media agency Feedstar to be aimed directly at Gen Zs. Well, they'd hardly want print, would they?
TV Ratings (02/05/2024): A total of 1,753,000 Aussies Witness Port Adelaide’s Defeat
Seven's AFL numbers almost double that of the NRL last night. The NRL still easily winning for ruptured ACLs.
Hotglue Cashes In With La Trobe Financial Digital Media Account
Hotglue staffers learning their cashflows from their collaterals today after nabbing La Trobe Financial's digital media.
M&C Saatchi’s Sydney Creative Lead Exits
B&T's stopping short of calling it a revolving door at M&C at the present, but there's definitely heat on the hinges.
Taylor Swift’s Music Re-Enters TikTok As Universal Pens Landmark Deal
Yes, B&T may have spent 152 hours failing to get Taylor Swift tickets, but, as you'll read here, it's all behind us now.
HAVAS Red launches inaugural Influencer White Paper
Havas Red has debuted its first influencer white paper. Unless you print it out in colour, of course.
Two Sides Global Campaign Reports Increasing Greenwashing As Organisations Focus On Sustainability
New report confirms greenwashing's on the rise. Apparently Mars' 'work, rest & play' claims also under investigation.
Aruga Launches New HQ & Changed Ownership Structure
PR agency Aruga proves Brisbane is 'so hot right now'. So hot in fact, Adelaide's had to go on anti-anxiety meds.
Delicious & American Express Partner To Launch Month Out 2024 In Sydney
Cost of living got you eating noodles prepared in the two-minute style? Why not live vicariously through this.
Aussie Ad Market Continues Decline In March
The belt-tightening in adland shows signs of a turnaround soon. Bar the belt-loosening at the all-you-can-eat buffet.
VMA Focuses On Skills And Training For Members
If there was a post-COVID hangover (bar the anti-vax ranters) it was the rise in skills shortages. Here's another one.
Nearly 90% Of Consumers Want Transparency About AI Images, Finds Getty Images Report
Study finds consumers want transparency around AI images. Couldn't care less about photoshopped magazine covers.
The National Breast Cancer Foundation Partners With VML To Boost Funds
Anyone else feel we've exhausted the office morning tea for cancer? B&T proposes the office moonshine still instead.