ISBA today endorsed the IASH Code that seeks to stop ads appearing against websites potentially damaging to the brand.
IASH is the official industry trade council representing ad networks and sales houses. The IASH Code provides a formal framework for best practice that IASH members can 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.
During 2009, IASH has made significant moves forward in reducing the risk for brands by introducing centralised site vetting, and revising the Code of conduct to create tighter controls over classifications of inventory. Membership has recently increased to 25 major ad networks and sales houses, thereby providing buyers with a higher number of companies who use best practice to minimise the risk of appearing on inappropriate sites.
David Ellison, ISBA’s Marketing Services Manager, said ‘We gather that a number of agencies have recently changed strategy and will now work only with IASH accredited ad networks. This development will add credibility to the body and encourage our members to persuade their agencies to use ad networks that have gained IASH accreditation.’
Richard Sharp, Chair of IASH, said:” We are delighted to have received the backing of ISBA. IASH has increased its communication with ISBA over the last year and worked hard to ensure that we have the support of the brand advertisers in our aim of reducing the risk for brands advertising online.”
IASH has already been endorsed by JICWEBS and other trade bodies, and is continually working closely with all industry bodies to improve industry agreed standards.
