IAB: Digital advertising's 5 biggest issues
Next week, the IAB is releasing a statement each day clarifying its position on one of the five biggest issues facing digital advertising through the "IAB Believes" initiative.
Next week, the IAB is releasing a statement each day clarifying its position on one of the five biggest issues facing digital advertising through the "IAB Believes" initiative.
Next week, the IAB is releasing a statement each day clarifying its position on one of the five biggest issues facing digital advertising through the “IAB Believes” initiative.
The five issues being covered in successive days are brand safety, viewability, fraud, (ad verification issues) and ad blocking and privacy (consumer-led issues). Dubbed “IAB Believes”, the initiative is in response to mounting criticisms about digital advertising.
“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,” says IAB UK’s CEO Guy Phillipson. “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.”
Each statement sets out a concise industry position, the direction for each challenge and demonstrates how they are being tackled.
Digital advertising is the fastest-growing ad medium in the UK – worth £7.2bn, up 14% year-on-year. It accounts for approximately 39% of the total UK ad market. Phillipson concludes: “My call to action is to focus energies on working together on the evolving programme to tackle digital’s biggest issues, rather than complaining from the sidelines. We’re all in it together – it’s not just an IAB problem, these are shared issues on what is a global platform.”
“IAB Believes”: Summary of the five statements: