How Australian and New Zealand advertisers can improve digital advertising practices

2:12 PM, 25 October 2018

Recently our sister organisation in Australia, the AANA, together with the IAB and Media Federation released Australia's first agreed set of digital working practices, the Australian Digital Advertising Practices (ADAP).

Created with the advertiser in mind, ADAP serves to educate and inform all players within the digital ecosystem including agencies, publishers and ad tech vendors. It localises the World Federation of Advertiser's Global Media Charter, released earlier this year.

Having reviewed the document, the ANZA Board has endorsed the principles and standards in ADAP for New Zealand. We are now working with IAB NZ and the Communications Council to add a local touch, with the intention of moving to a single set of Australia-New Zealand standards.

In the meantime it is already a valuable resource and we encourage you to read this and join us on the journey to a better digital advertising market.

What's the purpose of the ADAP?

Developed collaboratively by a cross-industry team, the ADAP have been specifically designed for local advertisers, agencies, publishers and ad-tech.

In short, the ADAP lay out clear guidelines on the responsibility and requirements for all involved in the digital advertising ecosystem.

The goals of the ADAP are to:

  • Help re-balance the way digital ecosystem partners work together
  • Build trust and maintain transparency
  • Establish a common language
  • Extend confidence in the digital advertising value chain

ADAP's 5 guiding principles

At the heart of ADAP lie five key principles for all stakeholders:

  1. Champion the consumer experience. A better user experience will not only lift key quality metrics but also overall campaign effectiveness.
  2. Educate to inspire change. Inspire change through best practice education, communication and a clear understanding of the metrics. We cannot force or mandate change.
  3. Shared ownership and responsibility. No one part of the value chain can deliver the goal without the other parts. Shared ownership and shared responsibility are required to solve the issues. All participants in the value chain need to take responsibility for their own knowledge and understanding.
  4. Each advertiser's needs are different. The approach to improving the value chain needs to be optimised for each advertiser's needs and partner arrangements. The advertiser is accountable for their individual value chain.
  5. Fair value for outcomes delivered. Value is created through quality and price. Adopting best practices to deliver better outcomes may cost more.

It's important to note that the ADAP are not mandated solutions and they don't necessarily propose the same answer for every advertiser. As a growing set of standards, they will be reviewed every year to ensure we're maintaining the best practices for everyone in the industry.

ANZA, along with AANA, IAB and MFA, fully endorse the ADAP for our New Zealand advertisers and are encouraging all of our Members to adopt these best practices. Click here to read the full ADAP.

As always, ANZA welcomes your feedback on this guidance note and if you would like to discuss in more detail please schedule a meeting today.

Image above courtesy of ADAP

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