IPA backs IASH code
LONDON - The IPA has endorsed the IASH code, which aims to ensure online ads do not appear on inappropriate websites.
IASH also aims to ensure display ads placed via ad networks do not appear on websites that could jeopardise advertisers' brands. In addition, it encourages best practice among online ad sales houses through the adoption of a code of conduct.
Following IPA input, IASH has conducted several checks to beef up the code. Among the changes, it is randomising its member audits and is undertaking independent site vetting.
But the IPA wants to continue talks with IASH on the issue of clients' trust in network trading, notably vertical buys.
Richard Sharp, IASH chairman, said the IPA endorsement "shows how far IASH has come over the past 12 months".
IASH was formed to address the perceived problem of a lack of transparency within online ad trading. An increasing proportion of online ad spend is courtesy of online ad networks, which take pages publishers can't sell directly and sell that inventory to advertisers at cheaper rates.
The problem is that advertisers are purchasing inventory blind: they buy across a network without knowing the exact list of websites their ad will appear on. This lack of transparency damaged the reputation of the fledgling ad network industry and, in turn, the industry developed IASH in 2005.
Its formation was also prompted when ads for brands such as eBay, Orange and easyCar appeared on an inappropriate fighting website via an online ad network.
This article was first published on mediaweek.co.uk
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