Friday, August 7, 2009: Twelve of Australia’s leading online advertising companies yesterday announced the formation of IASH Australia (Internet Advertising Sales Houses of Australia), the industry body that will take over the mantle from IANA to bring greater accountability for online advertisers.
Founding Members of IASH Australia 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.
Members voted in Phil Duffield, Managing Director, AD2ONE Group as President of IASH Australia, Neil Fox, Director of Full Circle as Vice-President and Andrew Lockwood, Managing Director of PostClick as Honorary Treasurer.
The founding members of IASH Australia have adopted a constitution which enshrines accreditation through adherence to a Code of Conduct which will encourage best practice among Australian online advertising sales houses. The group will also work to increase advertiser and media buyer understanding and confidence in the sector, undertake research; and work with industry bodies such as the MFA to promote and advance online advertising and the Internet Advertising Sales Houses Industry.
The IASH Australia Code provides a formal framework for best practice for IASH Australia members to follow 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.
Through the Code, IASH Australia members will ensure online advertising placed via their networks does not appear on websites which could jeopardize advertisers’ brands. IASH Australia will work closely with ABC Australia to deliver a rigorous audit to ensure their members meet and adhere to the Code of Conduct.
The audit will ensure that the process implemented by each IASH Australia member complies with key elements of the IASH Australia Code of Conduct. The basic aims of the audit process will be to ensure that networks not collaborating with sites that jeopardize brands or are considered unacceptable.
Once the audit has been completed and in order to be accredited, sales houses will have to prove they have in-house methods of self-regulation and agree to random spot checks of publishers’ sites to confirm where ads are appearing.
Kerry Field, Partner – Innovation, Mindshare and MFA Digital Sub-Committee Chair said: “The MFA congratulates the online industry on the formation of IASH Australia and applauds the commitment by the Founding Members to the Code of Conduct audit, seeing it as an important step in the maturity of digital media.
“In today’s challenging climate, audited adherence to the Code of Conduct delivers greater accountability, transparency and confidence to media buyers at a time when media accountability is a high priority. The MFA has been an enthusiastic and active partner in the development process for this important breakthrough and will actively promote spend with IASH Australia members.”
Phil Duffield, Managing Director, AD2ONE Group and President of IASH Australia, said: “The great support from Australia’s leading internet ad sales houses and ad networks to form IASH Australia is proof of the industry’s maturity and commitment to advertisers and media buyers.
“With the independent assurance ABC Australia’s auditing of the Code of Conduct will provide, the sector can continue to promote growth and evoke further confidence from both advertisers and media buying agencies. IASH Australia accreditation through adherence to the Code of Conduct establishes a media industry accepted standard for participants to benchmark and for new entrants to market to meet.”
Gordon Towell, ABC CEO said: “The industry wide implementation of the Code of Conduct and rules of accreditation by IASH Australia demonstrates a strong commitment by advertising sales houses and ad networks to deliver transparency within their sector, inspiring trust and continued support from media agencies and advertisers.”
Founding Committee Members include Alex Littlejohn, Managing Director of Adconion Media Group, Dominic Elfer, Managing Director, MaX Interactive, Tim Johnson, Online Business Development Manager of Multi Channel Network (MCN), Jeremy Crooks, General Manager of Response Directive and Paul Davies, Commercial Director of 3D Interactive (3Di).
An Audit Sub-Committee consisting of IASH Australia members, MFA and ABA representatives has been setup to ensure the audit process remains relevant and robust in what is a rapidly changing environment. First steps for the Sub-Committee will be to confirm the audit process, key focus areas and timing for full compliance and completion of the initial audits expected to be completed by end of Q4.