Advertising

Australia marketing industry agree on new practices to build trust in programmatic

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By Shawn Lim | Reporter, Asia Pacific

June 17, 2020 | 3 min read

Three industry bodies in Australia have agreed on a set of working practices to help advertisers make informed decisions and build trust in the digital advertising supply chain.

The practices, developed by The Australian Association of National Advertisers (AANA), Interactive Advertising Bureau (IAB) and Media Federation of Australia (MFA), build on the first version which was published in July 2018.

Aside from offering practical everyday guidance, checklists and links to specialist sources and, the practices will now also include market and regulatory updates, as well as additional information on consumer privacy.

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

The 2020 Australian Digital Advertising Practices outlines five guiding principles of championing the consumer experience, educate to inspire change, share ownership and responsibility, every value chain is unique, and fair value for outcomes delivered.

“Programmatic advertising is now an established choice within most marketers’ media mix. Yet it’s a complex and ever-evolving supply chain,” said John Broome, chief executive officer of AANA.

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“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.”

In addition, an education and training program is being developed to help marketers understand the 2020 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 digital value chain, viewability, ad fraud and brand safety, data governance and consumer privacy.

“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,” said Chris Graham, the head of accountability and sourcing at McDonald’s, who adopted the original practices in 2018.

“This enables us to remain at the forefront of the digital advertising landscape.”

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