IAB Publishes Two New Playbooks To Drive Digital Effectiveness

IAB Publishes Two New Playbooks To Drive Digital Effectiveness
Carlotta Vittori
By Carlotta Vittori
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IAB Australia has announced the launch of The Native Playbook and The Programmatic Playbook, both designed to drive best practice, encourage commonality of language and help educate marketers on rapidly evolving digital disciplines.

The Native Playbook encompasses native content and native advertising, and includes examples of 12 leading native content executions, including examples from news.com.au and Tourism Tasmania, BuzzFeed and Samsung, Business Insider Australia and Commonwealth Bank, and Pedestrian TV and Telstra.

The Native Playbook is the first of its kind and is compiled by IAB members from Allure Media, American Express, BuzzFeed, Fairfax Media, The Guardian, News Corp, OMD, Outbrain, Publicis Media and Yahoo!7.

The Programmatic Playbook is designed to provide clarity, understanding and guidance for both buy and sell-side audiences. It is an updated version of IAB Australia’s 2015 inaugural Programmatic Playbook to reflect the evolution of technology and wider issues that have taken place since then.

Given the rapid pace of change within programmatic, the playbook will be augmented by additional programmatic content called The Automation Series to ensure that Australian marketers are able to remain as up-to-date as possible as ad technology continues to develop.

The first two topics of the The Automation Series will be header bidding and artificial intelligence, and are expected to be published in the last quarter of 2017.

The Programmatic Playbook was compiled by Jonas Jaanimagi, executive consultant to IAB Australia, as well as IAB members from AdRoll, AppNexus, Bench, Exponential and Publicis Media.

IAB Australia chief executive Vijay Solanki said the two new playbooks are the result of a renewed focus on collaboration across the IAB membership community.

“The IAB Australia councils and taskforces are doing a tremendous job at leveraging their combined expertise to produce best in market industry guidance and digital resources” he said.

“We are delivering on our refreshed mandate to simplify and inspire digital for Australian marketers and have a strong pipeline of initiatives in play to take us into 2018.”

The new playbooks are the latest in a series of initiatives by IAB Australia designed to improve digital literacy and understanding.

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IAB iab australia The Native Playbook The Programmatic Playbook

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