An industry body representing ad networks has recently released guidelines which aim to harmonise and regularise the provision of adverts by the networks.

The Interactive Advertising Bureau Networks and Exchanges Committee, comprised of 460 leading media and technology companies responsible for selling 86% of online advertising in the US, published the guidelines earlier this month and the guidelines in full are available here.

The aim of the IAB is to further the interests of ad networks and exchanges by encouraging professionalism and accountability in the field of advertising. To further this aim, the guidelines lay down a minimum standard that the IAB is encouraging ad networks to adhere to. The basic principles of the guidelines are as follows:

-       Creation of a system of categorisation of adverts

-       Regulation of content of adverts including examples of unsuitable adverts,         together with a ratings system

-       Requirement for transparency in terms of data disclosure, including                   obtaining consent of relevant parties

-       Self-certification as to compliance with IAB guidelines

-       Provision for appointment of a compliance officer within suppliers as part           of a self-certification process

-       Standard terms and conditions between providers and advertisers

-       Template complaint forms for advertisers

Moving forward, it will be interesting to see what the appetite for the guidelines is and how many companies decide to adopt them in their business with a view to harmonising the approach to advert content and transparency in data disclosure.

June 30, 2010
By Michael Goulbourn

Tags: Advertising guidelines, IAB, online marketing

Posted on: Wednesday, June 30th, 2010 at 1:21 pm - Category: General. You can follow any responses to this entry through the RSS 2.0 feed. You can leave a response, or trackback from your own site.

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