B&TB&TB&T
  • Advertising
  • Campaigns
  • Marketing
  • Media
  • Technology
  • Regulars
    • Agency Scorecards
    • Best of the Best
    • Campaigns of the Month
    • CMO Power List
    • CMOs to Watch
    • Culture Bites
    • Fast 10
    • New Business Winners
    • Spotlight on Sponsors
  • Jobs
  • Awards
    • 30 Under 30
    • B&T Awards
    • Cairns Crocodiles
    • Women In Media
    • Women Leading Tech
Search
Trending topics:
  • Cairns Crocodiles
  • Nine
  • Seven
  • Cannes Lions
  • WPP
  • State of Origin
  • NRL
  • B&T Women in Media
  • Thinkerbell
  • imaa
  • Pinterest
  • Agency Scorecards
  • Anthony Albanese
  • AFL
  • The Growth Distillery
  • AI
  • Spotlight on Sponsors
  • TV Ratings
  • Radio Ratings
  • Sports Marketing

  • About
  • Contact
  • Editorial Guidelines
  • Privacy
  • Terms
  • Advertise
© 2025 B&T. The Misfits Media Company Pty Ltd.
Reading: Accountability Now The Number One Focus: IAB
Share
B&TB&T
Subscribe
Search
  • Advertising
  • Campaigns
  • Marketing
  • Media
  • Technology
  • Regulars
    • Agency Scorecards
    • Best of the Best
    • Campaigns of the Month
    • CMO Power List
    • CMOs to Watch
    • Culture Bites
    • Fast 10
    • New Business Winners
    • Spotlight on Sponsors
  • Jobs
  • Awards
    • 30 Under 30
    • B&T Awards
    • Cairns Crocodiles
    • Women In Media
    • Women Leading Tech
Follow US
  • About
  • Contact
  • Editorial Guidelines
  • Privacy
  • Terms
  • Advertise
© 2025 B&T. The Misfits Media Company Pty Ltd.
B&T > Advertising > Accountability Now The Number One Focus: IAB
Advertising

Accountability Now The Number One Focus: IAB

Karen Terranova
Published on: 27th August 2015 at 10:45 AM
Karen Terranova
Share
3 Min Read
SHARE

Accountability is the number one focus for the industry according to an industry first research report released today by IAB Australia.

The “State of the Market: Marketing & Advertising Technology” report found that brand safety, ad fraud detection and viewability are the key areas of interest as the market matures.

Perhaps surprisingly the study noted that 48 per cent of Australian agencies are not using brand safety technology; 52 per cent of publishers are not using Ad Fraud detection; but that 76 per cent of respondents are using ad viewability tracking technology.

The report, which was commissioned by IAB Australia to understand the state of this often complex area of the industry, found that agencies, clients and publishers are taking advantage of a broad range of tools and technologies in the areas of analytics and measurement. The rate of uptake of attribution modelling, data visualisation and content personalisation technologies; and the self-declared understanding of these technologies was found to be relatively low. However many respondents indicated an intention to use these tools within the next six months.

According to Alice Manners, CEO of IAB Australia the report has identified a need for industry education.

“As more and more consumers are using mobile and engaging with online video, marketers and advertisers are acknowledging they need to better analyse and use a range of tools to understand and serve their customers.

“The industry has expressed a clear hunger for greater accountability and a growing sophistication in their needs so we will continue to work towards supporting their needs,” said Manners.

IAB Australia launched its AdTech Advisory Council earlier this year and has recently established a Trustworthy Accountability Group (TAG), a cross-industry compliance organisation focused on combating ad fraud, malware and piracy. The primary goal of both groups is industry education.

Key findings from the “IAB Australia State of the Market: Marketing & Advertising Technology” report include:

Planned areas of technology use this year

  • Up to 15 per cent of clients or marketers intend to use mobile analytics or marketing tools
  • 10 per cent of client, marketers and agencies intend to use video analytics
  • 29 per cent of publishers intend to use attribution modelling

Priority Areas for Education and Information

  • Clients nominate attribution modelling, platforms and Data visualisation as their priority areas for education and information
  • Agencies nominate attribution modelling, platforms, ad fraud detection and data visualisation as their priority areas
  • Publishers are focused on mobile analytics, ad viewability tracking and ad fraud detection
  • Adtech companies are focused on attribution modelling and SSPs

The full report will be available at:  www.iabaustralia.com.au/research-and-resources/research-resources

Join more than 30,000 advertising industry experts
Get all the latest advertising and media news direct to your inbox from B&T.

No related posts.

TAGGED: creative directors
Share

Latest News

Val Morgan Reports Australian Cinemas Biggest Week Of Admissions In Two Years
18/07/2025
Stan Makes History With “Record” Reach & Sales For Gallen Vs SBW Fight
18/07/2025
reddit-hero (1)
WARC Media’s Reddit Platform Insights: 30% Of Users Are Not On Facebook
18/07/2025
IMA nurses campaign
Kids Of Macarthur Health Foundation Launches Campaign To Support Life-Saving Paediatric Program, Via IMAB2B
18/07/2025
//

B&T is Australia’s leading news publication magazine for the advertising, marketing, media and PR industries.

 

B&T is owned by parent company The Misfits Media Company Pty Ltd.

About B&T

  • About
  • Contact
  • Editorial Guidelines
  • Privacy
  • Terms
  • Advertise

Top Categories

  • Advertising
  • Campaigns
  • Marketing
  • Media
  • Opinion
  • Technology
  • TV Ratings

Sign Up for Our Newsletter



B&TB&T
Follow US
© 2025 B&T. The Misfits Media Company Pty Ltd. All Rights Reserved.
Welcome Back!

Sign in to your account

Register Lost your password?