Online trade body code wins backing from Isba

by Media Week, Media Week 30-Jan-07

IASH, the trade body for online advertising sales houses, has won the backing of the Incorporated Society of British Advertisers after the introduction of its code of conduct.

IASH was formed in 2005 when 10 sales houses (Ad 2-one, AdLink, Adviva,
AdPepper, Blue Lithium, eType, MediaBrokers, VCMedia, Unanimis and 24/7
Real Media) got together to introduce an accreditation initiative,

backed by ABC Electronic, which audits the scheme.

The accreditation scheme was brought in to quell advertisers' fears that
ads could appear on inappropriate websites when appearing on the sales
houses' ad networks.

In March IASH became a part of the Internet Advertising Bureau, the
internet media owners' trade body.

IAB chief executive Guy Phillipson said Isba's involvement with the IASH
code of conduct was a breakthrough that he hoped would encourage them to
spend more online.

"Eighteen months ago, advertisers didn't have anything in this area.
There was no police force," he said. "Now they've got something that's
robust enough for them to be confident enough to give their backing."