The Australian digital advertising industry has significant work ahead of it if it wants to realise the true value of online advertising according to Randall Rothenberg, IAB’s President and CEO.
Commenting in advance of his visit to Australia to keynote IAB Australia’s inaugural Leadership Summit on 26th August, Rothenberg has named ad fraud and the ‘wild west’ of mobile as the main weaknesses of the global digital market.
Rothenberg’s presentation, Maximizing the Promise of Digital Media will see him answer six of the biggest questions confronting the digital advertising industry covering viewable impressions, programmatic advertising, ad fraud, mobile, native advertising and digital video.
“Ad fraud is a concern for the entire industry and fixing it will involve an industry wide behavioural change. Without trust between marketers, publishers, consumers, and the many parties in between, the growth of the Australian digital industry will be weakened,” said Rotherberg.
According to Rothenberg, transparency and openness in the form of a common approach through the entire advertising chain will be essential
“Even if you know that your own suppliers are reliable, you can’t tell whether your suppliers’ suppliers are secure. Publishers, agencies, marketers, and ad tech companies can resolve these issues by working collaboratively, but they won’t be able to do it by holding guns to each others’ heads,” he said.
Rothenberg will be joined by Richard Pattison, BBC Worldwide Global SVP of content and Olivier Legrand, LinkedIn senior director, marketing solutions; and many other exceptional speakers. Between them they will explore ad fraud, outline how marketers can tame the wild west of mobile; get the best returns on programmatic trading; and cut through marketing complexity. IAB Australia will also be releasing the results of two new research reports around TV viewing habits and using consumer data technology.
Please login with linkedin to commentrip curl
Independent brand and digital agency, Archibald Williams (AW) has been appointed to lead the NBA account across the APAC region. The NBA is one of the most prestigious sporting leagues in the world and basketball is one of the fastest-growing sports in Australia. Effective immediately, AW said it was “excited” to work across all digital, […]
B&T's shining a light on industry folk prior to adland. Preference given to anyone purporting actual UFO abduction.
Leading digital outdoor company QMS has announced it is the first-ever inaugural partner for Most Contagious APAC, the landmark London event by creative and strategic intelligence company Contagious, which will be showcased in Australia on Tuesday, 12 December in Sydney and Wednesday, 13 December in Melbourne. Most Contagious is an event that delivers key advertising […]
Omnicom’s data and analytics division Annalect has partnered with Meta, giving it access to Advanced Analytics (AA) – one of Meta’s privacy-focused measurement solutions – to provide Omnicom’s clients with future-proof, next-level measurement. Omnicom is the first holding company to have access to AA. AA allows advertisers to combine their first-party data with Meta’s ads […]
WPP’s AKQA has launched Fixmas.gift, an environmentally conscious AI-powered DIY assistant, affectionately known as Fixie, for a one-stop solution for all things repair. Fixmas.gift hosts an array of guides and inspiration to empower people to prolong the lives of their belongings or purchase pre-owned items that need a little love and care. Fixie can: Help […]
Marc Collister (pictured) of P2 Content Creators spills the beans on his 2024 predictions drawing from two decades of experience in the advertising, film and television industry. I’m certain it will come as no surprise that in 2024, we can expect our industry to move at breakneck speed again. With even more rapid shifts in […]
Zeno Australia has announced expanded creative design capabilities and the appointment of Jim Michell (lead image) to its senior leadership team. The new moves support strong growth in the region. Zeno Australia’s clients, including Abano Healthcare, Motorola and Yorkshire Tea, can now tap into a suite of creative design services to augment the agency’s work […]
Assembled Media, is drawing upon the creative power of TikTok Creator Marketplace to help generate unique, impactful content for iconic stationery brand, BIC. The social activation campaign titled ‘A Pen for Every Side of You’ promotes the flexibility of BIC’s 4 Colours pen and is active nationwide on the BIC Stationery TikTok account. The campaign […]
Pinterest reckons jellyfish & moody cowboys will be big in 2024. Refused to be drawn on the return of shoulder pads.
IAB Australia has launched ‘Evolution in Market Mix Modelling’, the fourth module in its Marketing Measurement Innovation Series, which has been developed by IAB Australia’s Ad Effectiveness Council. The module explores what is driving the increased use of MMM and how the technique is evolving with advances in computing power and machine learning to provide […]
Scope3, the collaborative sustainability platform leading the decarbonisation of media and advertising, announced the addition of digital out-of-home (DOOH) to its emissions measurement. With DOOH ad spending predicted to grow from $17B in 2023 to nearly $24B by 2028, measuring this channel brings us one step closer to understanding the total impact of digital advertising […]
NRF 2024: Retail’s Big Show Asia Pacific, is now open for online registrations for the main conference. Jointly organized by the National Retail Federation and Comexposium, Retail’s Big Show Asia Pacific will take place from 11 – 13 June, 2024 at the Sands Expo and Convention Centre in Singapore and is expected to draw thousands […]