IASH PLANS EVOLUTION TO ENCOMPASS MORE OF THE INDUSTRY

Internet Advertising Sales House (IASH) was originally launched in 2006 to police the activities of sales houses and networks through an effective industry-agreed Code of Conduct, audited by ABC.

With the advent of Ad Exchanges, Supply Side Platforms (SSPs), Demand Side Platforms (DSP’s) and other real-time operators within the network space membership of IASH will be open to more operators within the network ecosystem. A new more inclusive structure has been agreed, with clearly defined roles for the Internet Advertising Bureau (IAB) and ABC. JICWEBS retains overall responsibility for approval of the principles within the IASH Code of Conduct.

IAB launches a new Network Council; Firstly, the IAB’s new Network Council will develop a comprehensive outreach programme to help advertisers and agencies use networks in the most effective ways.

Amit Kotecha (former senior programmes executive at the IAB) has been appointed as the Network Manager to run a programme of research, publications, events and training to promote the network model and best practice for the industry.

IASH Code development will be facilitated by ABC; Secondly, from 1^st October 2011, a new Network Standards Group will be established to make recommendations to JICWEBS for the development of the IASH Code of Conduct. This will ensure independent governance of the Code and the audit process. The Network Standards Group will be facilitated by ABC.

This move complements the development of the IASH Code 2.0, which will work on integrating accredited real-time content verification tools to further enhance brand safety. In this way, ABC accreditation will be open to more operators within the network ecosystem – such as agency side DSPs and Ad Exchanges.

IAB’s CEO, Guy Phillipson, said: ‘The benefits of the restructure are timely and clear. ABC have been auditing UK networks since 2006 and by adding code facilitation to their remit, more operators and platforms can join.  This allows the IAB to do what it does best – educating the market through research, events and training. These are very positive developments.’

ABC’s Group Executive Director, Richard Foan said: ‘This is a natural progression of the five years invested in IASH.  Key digital companies rely on ABC’s stamp of trust because we are the UK industry’s independent digital auditor.  The innovative step to widen the scope of the scheme and re-focus both ABC’s and IAB’s roles in this area demonstrates our industry’s willingness to evolve in step with the needs of the companies involved. JICWEBS welcomes the up-dating of network standards taking the latest CV technology into account and plans to review progress when it meets again in August 2011’

For more information, journalists should contact:

Harriet Clarke, communications executive, IAB, harriet@iabuk.net

About IASH
IASH exists to encourage best practice among online
advertising sales houses through the adoption of an effective code of conduct.
IASH also exists to promote the real benefits of the online advertising network
business model.

IASH members wish to ensure that display ads placed via
their networks do not appear on websites which could jeopardize advertisers'
brands. This Code provides a formal framework for best practice for IASH
Members to follow when dealing with advertisers, agencies, networks and site
owners. The purpose of the Code is to give those buying, selling or broking
internet advertising space a clear understanding of the types of inventory
which can and cannot be used when fulfilling an ad insertion order.

About ABC
ABC is governed by the media industry, for the media industry
and is the expert at setting data and process standards across multiple
platforms. ABC provides a stamp of trust for media buyers, media owners,
publishers and digital traders working in existing and emerging platforms.

The ABC Board consists of 16 media owners, media

agencies, advertisers and trade body members – with 25 per cent of the Board
representing the digital sector. The Board make strategic decisions as to how
ABC is run and each industry sector is represented by a Reporting Standards Group.
ABC was established in the UK in 1931 and is a founder member
of the International Federation of ABC’s (IFABC), of which ABC CEO Jerry Wright
is President. ABC’s digital arm was established in 1996 and was united with ABC
under one brand with a new identity and integrated structure in March 2011. ABC
works to deliver common international standards for measuring digital reach,
engagement and loyalty, as well as creating common standards for good practice
throughout the industry.

ABC provides a rigorous audit to help ensure that all
IASH applicants and members meet and continue to adhere to, key elements of the
strict requirements set out in the IASH Code of Conduct.
For further information please visit www.abc.org.uk

About JICWEBS

JICWEBS (The Joint
Industry Committee for Web Standards in the UK
and Ireland) is a body
created by the UK and Ireland
media industry. Digital media standards are set by JICWEBS which comprises the
following industry bodies:

IPA                               Institute
of Practitioners in Advertising 
IPA Digital                     IPA Digital 

ISBA                            Incorporated
Society of British Advertisers

NPA                             Newspaper
Publishing Association

NS                                Newspaper
Society

AOP                             Association
of Online Publishers

IAB                               Internet
Advertising Bureau

For more information on JICWEBS, please visit www.jicwebs.org