The Internet Advertising Sales House (IASH) is to extend its role of policing online ad networks to cover more of the industry, including ad exchanges.
The move will see IASH agree a new structure with defined roles for UK trade bodies IAB and ABC
Internet Advertising Sales House (IASH) was originally launched in 2006 to police the activities of sales houses and networks through an effective industry-agreed Code of Conduct, audited by ABC.
With the advent of Ad Exchanges, Supply Side Platforms (SSPs), Demand Side Platforms (DSP’s) and other real-time operators within the network space membership of IASH will be open to more operators within the network ecosystem.
A new more inclusive structure has been agreed, with clearly defined roles for the Internet Advertising Bureau (IAB) and ABC.
JICWEBS retains overall responsibility for approval of the principles within the IASH Code of Conduct.
IAB launches a new Network Council
Firstly, the IAB’s new Network Council will develop a comprehensive outreach programme to help advertisers and agencies use networks in the most effective ways.
Amit Kotecha (former senior programmes executive at the IAB) has been appointed as the Network Manager to run a programme of research, publications, events and training to promote the network model and best practice for the industry.
IASH Code development facilitated by ABC
Secondly, from 1st October 2011, a new Network Standards Group will be established to make recommendations to JICWEBS for the development of the IASH Code of Conduct. This will ensure independent governance of the Code and the audit process. The Network Standards Group will be facilitated by ABC.
This move complements the development of the IASH Code 2.0, which will work on integrating accredited real-time content verification tools to further enhance brand safety. In this way, ABC accreditation will be open to more operators within the network ecosystem – such as agency side DSPs and Ad Exchanges.
IAB’s CEO, Guy Phillipson, said: “The benefits of the restructure are timely and clear. ABC have been auditing UK networks since 2006 and by adding code facilitation to their remit, more operators and platforms can join. This allows the IAB to do what it does best – educating the market through research, events and training. These are very positive developments.”
ABC’s Group Executive Director, Richard Foan said: “This is a natural progression of the five years invested in IASH. Key digital companies rely on ABC’s stamp of trust because we are the UK industry’s independent digital auditor. The innovative step to widen the scope of the scheme and re-focus both ABC’s and IAB’s roles in this area demonstrates our industry’s willingness to evolve in step with the needs of the companies involved. JICWEBS welcomes the up-dating of network standards taking the latest CV technology into account and plans to review progress when it meets again in August 2011”.
www.iash.org.uk/
www.iabuk.net
www.abc.org.uk
www.jicwebs.org
