With “uncertainty” being a major theme in our industry at large, the need for tighter and clearly defined standards is at an all-time high. This is not lost on IABs globally as they turn their attention towards two important initiatives to help the digital advertising sector move forward.
The business has changed. From new layers in the tech stack to more robust offerings on the table, the goal posts have changed from a partnership standpoint. The changes have motivated all industry stakeholders to come together to review the terms and conditions that were last updated in 2018.
IAB has kicked off a cross-association committee (with representation from IAB Canada) that includes the American Association of Advertising Agencies (4As) and Association of National Advertisers (ANA) to negotiate updated terms. The new standard terms and conditions are expected to be revised by the end of 2023.
IAB Canada will be kicking off our own member only working group that will feed directly into this initiative to ensure that we have our own version that speaks specifically to our local market needs and language requirements. We will invite partner associations to provide feedback from our market to ensure we have fair representation from all areas of the business.
Another area of international interest is one of attention metrics and IAB has launched the Attention Task Force. Working to establish a clear, consistent definition of attention, this collective will develop a set of metrics that measure attention in different contexts and situations. It will also work to create standardized attention metrics that are widely accepted and used across different applications and provide a common language for discussing attention and allow for meaningful comparisons and interpretations of attention data. This will be an opportunity to share, collaborate, define, and standardize industry metrics, definitions, taxonomies, and requirements and IAB Canada will be sitting firmly at the table to represent our own local Attention working group that we will be launching in the coming weeks.
If you are an IAB Canada member and would like to be involved in these efforts, please reach out to firstname.lastname@example.org