Brands, publishers, and the ad tech sector have agreed on a set of digital working practices to help build confidence into the notoriously opaque digital advertising supply chain.

The Australian Association of National Advertisers (AANA), Interactive Advertising Bureau (IAB) and Media Federation of Australia (MFA) today released the 2020 Australian Digital Advertising Practices, which outlines an agreed set of digital working practices.

The Boards of all three AANA, MFA and IAB, have endorsed the practices and now say they are actively encouraging all advertisers to put them into practice and have conversations with their agencies, digital publishers and ad tech partners.

According to John Broome, CEO of AANA, the second iteration of the Australia Digital Advertising Practices should give marketers confidence to better manage their digital campaigns. “Programmatic advertising is now an established choice within most marketers’ media mix. Yet it’s a complex and ever-evolving supply chain. A cross-industry approach to best practices that also includes embedding them through training and advancing capability is a powerful way to build trust, confidence and better business outcomes for all,” said Broome.

For her part Gai Le Roy, CEO of IAB Australia said “Given the rapid pace of change the inclusion of the strong framework of agreed standards and practices for digital advertising is an important step in continuing to build trust and instilling confidence in the digital advertising value chain.”

Gai Le Roy, CEO of IAB Australia

Meanwhile, Sophie Madden, CEO of MFA, said “For agencies, the Practices are a valuable tool in guiding conversations with clients, engendering greater trust and enabling them to work better together – which in turn should lead to improved effectiveness and better outcomes for clients.

As an indicator of how important we consider the Practices to be, the MFA requires all relevant media agency staff to undertake training to ensure they’re across the updates.”

Developed by a cross-industry team of advertisers, media agencies, digital publishers, ad tech and subject matter experts, the Practices offer practical everyday guidance, checklists and links to specialist sources and build upon and update the first version which was published in July 2018.

They now also include market and regulatory updates, as well as additional information on consumer privacy.

Designed to be read in under an hour, but to be referenced often, the Australian Digital Advertising Practices seek to educate, encourage shared responsibility and enable trust and confidence in digital advertising.   They outline five guiding principles: champion the consumer experience; educate to inspire change; share ownership and responsibility; every value chain is unique; and fair value for outcomes delivered.

An education and training program is being developed to help marketers understand the Australian Digital Advertising Practices and learn how to put them into practice.  There will be a number of training options including e-learning, face to face and workshops that will explore the six key issues addressed in the Australian Digital Advertising Practices: digital value chain; viewability; ad fraud and rand safety; data governance; and consumer privacy.

The MFA Board has also committed to ensure all their relevant agency staff undertake the Australian Digital Advertising Practices training program and complete a proof of knowledge to ensure they are across the updated best practice standards.

According to John Broome, CEO of AANA, the second iteration of the Australia Digital Advertising Practices should give marketers confidence to better manage their digital campaigns.

“Programmatic advertising is now an established choice within most marketers’ media mix. Yet it’s a complex and ever evolving supply chain. A cross industry approach to best practices that also includes embedding them through training and advancing capability is a powerful way to build trust, confidence and better business outcomes for all,” said Broome.

All the parties agree that the The Australian Digital Advertising Practices won’t solve all issues and are not mandated solutions.  Rather, they say, they act as a starting point for advertisers, agencies and digital platforms to resolve how they will operate together.

  

Digital Value Chain – key technology and data services direct and programmatic
According to Chris Graham, Head of Accountability and Sourcing at McDonald’s who’s company was one of the first to adopt the original Practices in 2018,  “The Australian Digital Advertising Practices has improved McDonald’s relationships with our agency, publishers and digital platforms by creating a shared responsibility towards digital best practice.  This enables us to remain at the forefront of the digital advertising landscape.”
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