New online ad industry body formed

Stuart Corner
Monday, 10 August 2009 02:44

IT Industry - Strategy

Twelve of Australia's online advertising companies have formed a new industry body, the Internet Advertising Sales Houses of Australia (IASH Australia) to replace Interactive Advertising Networks of Australia (IANA), to "bring greater accountability for online advertisers."

Founding Members are AD2ONE Group, Adconion Media Group, Digital Network Sales, Full Circle, Gorilla Nation Media, MaX Interactive, Multi Channel Network Pty Ltd (MCN), PostClick, Response Directive, 3D interactive (3Di), Tribal Fusion and Valued Interactive Media.

AD2ONE managing director, Phil Duffield, has been voted president; Neil Fox, director of Full Circle, vice-president and Andrew Lockwood, managing director of PostClick honorary treasurer.

IANA was formed in 2007 by four of IASH's founders - AD2ONE, MaX Interactive, PostClick and 3D interactive "to develop, promote and advance interactive advertising networks" and to remedy the lack of any agreed industry standards for the operation of interactive advertising networks. The new body intends to pursue similar goals but will be strengthened through being affiliated with the UK based IASH which boasts around 20 members.

The founders have adopted a constitution that they claim "enshrines accreditation through adherence to a code of conduct which will encourage best practice among Australian online advertising sales houses."

The group says also that it will work to increase advertiser and media buyer understanding and confidence in the sector, undertake research; and will work with industry bodies such as the MFA to promote and advance online advertising and the Internet Advertising Sales Houses Industry.

The code provides a formal framework of best practice for members when dealing with advertisers, agencies, networks and site owners. "The purpose of the Code is to give those buying, selling or brokering internet advertising space a clear understanding of the types of inventory which can and cannot be used when fulfilling an ad insertion order," IASH says.

It adds: "Through the Code, IASH Australia members will ensure online advertising placed via their networks does not appear on websites which could jeopardise advertisers' brands."

The new body also plans to work with the Audit Bureau of Circulation (ABC) - a non-profit organisation created to ensure independent verification of paid circulation - "to deliver a rigorous audit to ensure their members meet and adhere to the code of conduct."