IAB declares five biggest issues in digital advertising

The Internet Advertising Bureau is set to announce a series of statements to address "mounting criticisms" of the digital advertising sector.

 

Each of the five statements in the "IAB Believes" series, to be published once a day each week, will cover issues of brand safety, viewability and fraud (ad verification issues), then ad blocking and privacy (consumer-led issues).

 

The IAB said each of the statements will set out a concise industry position, the direction for each challenge and demonstrate how they are being tackled.

 

Guy Phillipson, the UK chief executive of the IAB, described the statements as a "call to action" to focus energies on digital's biggest issues. 

 

He said: "The increasing role of data and automated technologies in the online ad trading process means ad verification – be it viewability, ad fraud or brand safety – and privacy, has rightly come under increasing scrutiny.

 

"However, it’s time to turn up the volume on the solid progress we’re making in tackling these issues in collaboration with partner trade bodies – domestically and overseas – and technology vendors."

 

Summary of the Five Statements

 

1.  The IAB believes in brand safety online. Maintaining processes that ensure a safe environment for ad trading, thereby minimising the risk of misplacement, protecting the integrity and reputation of brands, and stifling the funding of content and services that infringe copyright.

 

2. The IAB believes in maximising ad viewability. Working across the industry with accredited technology partners to develop cross platform standards, our goal is to achieve effective viewability, engagement and attention for advertisers' online campaigns.

 

3. The IAB believes in tackling ad fraud head on. We are committed to ensuring that the significant investment brands make in digital advertising is effective and reaches the right audience. Working with our industry partners, we will issue practical advice, and accredit technology solutions to stamp out fraud in the supply chain.

 

4. The IAB believes in an ad funded internet. Our goal is to help make all forms of digital advertising more effective, efficient and relevant to people¹s interests. We want to help brands reach their audience and to provide revenue to publishers so they can continue to make their content, services and applications widely available to British citizens at the appropriate cost. We believe ad blocking undermines this approach.

 

5. The IAB believes in privacy. Together with our industry partners across Europe and beyond, we are working to ensure advertising businesses give citizens greater transparency and control over the information that is collected and used to make advertising more relevant and effective.

 

(This article was first published on campaignlive.co.uk)