Digital advertising industry comes together to grow safer online ad placement
Key players from the online advertising ecosystem met recently to discuss the development of new principles aimed at ensuring safer online ad placement. The resulting Digital Trading Standards Group (DTSG) is a new industry initiative that plans to develop a set of industry wide principles aimed at safeguarding ad placement at an impression level.
ABC has been asked to facilitate the new DTSG, an independent body with its own governance structure, as it meets to consider its role and a new industry code of best practice. Organisations from across the digital advertising ecosystem have been invited to be represented at the DTSG.
IASH has been successfully operating a self regulatory code covering Sales Houses and Ad Networks since 2006. However, the digital advertising ecosystem has grown significantly in recent years and now includes Agency Trading Desks (ATD’s), Demand Side Platforms (DSP’s), Ad Exchanges, Supply Side Platforms (SSP’s) and other real time operators within the digital trading space. The new group aims to bring together these organisations operating across the digital advertising ecosystem to facilitate industry wide best practice. Many within the digital advertising industry see greater trust as the key determinant of future growth for the sector. This group is focussed on the best way to bring transparency and trust to the market for safe online ad placement solutions.
Pete Robins, Chair IPA Digital Action Group and Managing Partner at Agenda 21 said, “The online advertising trading industry has developed at a pace in recent years and I welcome the promise of an inclusive set of best practice principles. This is a complex global market operating at scale. The industry needs straightforward principles that make compliant trading possible whilst providing advertisers with the transparency they need.”
Bob Wootton, Director of Media and Advertising, ISBA said, “Advertisers are looking to invest in online solutions but need reassurance that there are sufficient safeguards in place to ensure an appropriate destination for their ad. We welcome this initiative as the first step towards industry wide best practice principles and a new level of transparency for online advertising.”