Julia Smith, senior manager of IASH, argues that self-regulation is key to the future health and development of the digital industry.
The recent release of the full Digital Britain report was incredibly important for the IAB in many ways – the fact it acknowledges the role of self-regulation, emerging advertising models and even welcomed our behavioural targeting Good Practice Principles.
However, there remain some in the industry who question this, (see in particular the comments here) and refuse to see a role for bodies that promote self-regulation such as the IAB and of course IASH. In my opinion, this is a hugely irresponsible view that when at its most extreme could actually thwart the growth of the industry at a time when the spotlight is well and truly on online, as a marketing medium.
As an industry of publishers, agencies and networks, we can sometimes forget where our main responsibility lies – with the brand advertisers.
In terms of IASH and network advertising , we want to protect these brands and prevent them from appearing against content that contains hate, indecency, obscenity, guns, illegal spyware and worse. IASH Members which comprises of Networks and Sales Houses, go through stringent audits to show that they comply with the IASH Code and do not deliver ads against such content.
Without such processes in place, we run the risk of even stricter regulation, that begins to move out of our control, straight into the hands of policy makers
‘But it’s all about money, surely?’ some may argue… I doubt very much if any agency wishes to tell their clients that they had the opportunity to trade safely and securely but turned it down because of a few pence off the CPM.
The majority of Media Agencies understand the importance of self-regulation models such as IASH. They understand the lengths the Members go to in order to ensure they can trade safely. They also understand that what they are buying is transparent – they know that the ad they booked will appear against the type of content they have agreed to. Perhaps this is why the model is being adopted in Germany, and the US.
It’s this transparency that needs to remain intact, and the industry needs to be united in this objective.
In my opinion this needs to be understood, and appreciated by ALL, as online advertising moves into this next, very critical stage.
