The Australian Association of National Advertisers (AANA), together with the Interactive Advertising Bureau (IAB) and Media Federation of Australia (MFA) have agreed on a set of digital working practices in the Australian advertising industry.
Titled ‘The Australian Digital Advertising Practices’, the agreement aims to support advertisers, agencies, publishers and digital platforms by listing out areas of responsibility and requirements for everyone in the industry.
In addition, the agreement hopes to provide clear guidance to these partners in the ecosystem when working together, build trust, establish a common language and extend confidence in the industry.
“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. AANA, IAB and MFA and our combined membership cover all points in this ecosystem and working together, as opposed to separately, offers us the best prospect of achieving positive change,” said John Broome, chief executive officer of AANA.
“The approach we are taking means that that the right questions and right discussions can now be had between advertisers and their partners. These will deliver better outcomes for all.”
The ADAP five key operating principles.
1. Champion the consumer experience.
A better user experience will not only lift key quality metrics but also overall campaign effectiveness.
2. Educate to inspire change.
Inspire change through best practice education, communication and a clear understanding of the metrics. We cannot force or mandate change.
3. Shared ownership and 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.
4. 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.
5. Fair value for outcomes delivered.
Value is created through quality and price. Adopting best practices to deliver better outcomes may cost more.