Into 2009: Online Advertising

IASH's membership continues to flourish, we have a defined stratgey for 2009, which has evolved from listening to the industry and will make ad networks raise their game.

In 2008 we were asked for random auditing and a tighter code of conduct, both of which we have delivered. In 2009 we have been challenged to produce a more transparent code, centralised vetting and a process for how we work with ad exchanges.

Next year focuses us on continuing to educate the industry about the benefits of the ad network model. We'll be engaging with ad exchanges, which we will treat in the same way that we do ad networks and invite them to become members by undergoing the ABC Electronic audit.

Ad networks currently account for 41% of all online display ad spend, according to the IAB. We've grown incredibly in terms of relevance and sophistication, and as we all tighten our purse strings, we provide the perfect channel for advertisers to gain incredible return on investment. We look forward to becoming a part of every marketing schedule using our optimisation, behavioural and contextual targeting capabilities while working with bodies such as the IAB and the Institute of Practioners in Advertising to make this happen.