New AANA guide addresses key issues in the digital advertising value chain
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The Australian Association of National Advertisers (AANA), along with the Interactive Advertising Bureau Australia (IAB) and Media Federation of Australia (MFA), has launched an agreed set of digital working practices for advertisers, agencies, media owners, publishers and platforms.
The Australian Digital Advertising Practices offer practical guidance for Australian marketers seeking to drive effective and efficient digital ad investments. It articulates the areas of responsibility and requirements for all stakeholders to help re-balance the way they work together, build trust, establish a common language and extend confidence in the digital advertising value chain.
“Our collective goal was to create a common language and set of best practices that could be used by all participants throughout the digital ecosystem”, said AANA CEO John Broome.
The document includes guidance, checklists and links to specialist sources and addresses five value chain issues: digital transparency, viewability, ad fraud, brand safety and data transparency.
The Australian Digital Advertising Practices are based on five operating principles:
- Champion the consumer experience. A better user experience will not only lift key quality metrics but also overall campaign effectiveness.
- Educate to inspire change. Inspire change through best practice education, communication and a clear understanding of the metrics. We cannot force or mandate change.
- Shared ownership & responsibility. No one part of the value chain can deliver the goal without the other parts. Shared ownership and shared responsibility are required to solve the issues. All participants in the value chain need to take responsibility for their own knowledge and understanding.
- Every value chain is unique. Each advertiser’s needs are different. The approach to improving the value chain needs to be optimised for each advertiser’s needs and partner arrangements. The advertiser is accountable for their individual value chain.
- Fair value for outcomes delivered. Value is created through quality and price. Adopting best practices to deliver better outcomes may cost more.