IAB Publishes Two New Playbooks to Drive Digital Effectiveness

Posted by Steven Poyser On October 24, 2017 Media Releases

Native and Programmatic Playbooks compiled by leading industry experts to simplify and inspire

SYDNEY, 25 October 2017: IAB Australia today launches The Native Playbook and The Programmatic Playbook, both designed to drive best practice, encourage commonality of language and help educate marketers on rapidly evolving digital disciplines.

“Native Content has come of age and has proven its value in building strong relationships between brands and publishers’ audiences,” said Susie Bayes, Brand Partnerships Director at Guardian Australia and one of the authors of the Native Playbook. “It’s the right time for IAB Australia to lead the way, showcasing best practice, providing consistent and simplified definitions and inspiring marketers to see its value as part of their marketing and communications strategy.”

The Native Playbook

The Native Playbook can be downloaded here.

The Native Playbook encompasses native content and native advertising, and includes examples of 12 leading native content executions, including examples from News.com.au/Tourism Tasmania, BuzzFeed/Samsung, Business Insider Australia/Commonwealth Bank and Pedestrian/Telstra.

The Programmatic Playbook is designed to provide clarity, understanding and guidance for both buy- and sell-side audiences. It is an updated version of IAB Australia’s 2015 inaugural Programmatic Playbook to reflect the evolution of technology and wider issues that have taken place since then. Given the rapid pace of change within programmatic, the Playbook will be augmented by additional programmatic content called ‘The Automation Series’ to ensure that Australian marketers are able to remain as up to date as possible as advertising technology continues to develop. The first two topics of the ‘The Automation Series’ will be Header Bidding and Artificial Intelligence and are expected to be published in Q4 2017.

The Programmatic Playbook

The Programmatic Playbook can be downloaded here.

“The refreshed Programmatic Playbook seeks to provide clarity and simplify an often-misunderstood topic,” said Jonas Jaanimagi, Executive Consultant to IAB Australia and recognised ad tech expert. “The automation of digital media buying continues to evolve at a rapid pace and will always experience dynamic change. It is therefore imperative that both buy and sell side industry players keep up to speed with the key developments and related best practices.”

Dylan McBride, Commercial Director of AppNexus and one of the authors of the Programmatic Playbook, added, “The Programmatic Playbook also serves as a foundation for regular updates on key topics and themes. IAB Australia’s ‘The Automation Series’ will build upon the knowledge and information of the Playbook to provide in depth informant on specific programmatic topics and themes. The first two in the series will cover Header Bidding and Artificial Intelligence.”

The new Playbooks are the latest in a series of initiatives by IAB Australia designed to improve digital literacy and understanding. In the last two quarters, it has launched the world’s first Daily Content Ratings with Nielsen; launched the Video, Audio, Mobile and Advertising Effectiveness Glossaries and held its inaugural and sold out measurement conference MeasureUp 2017.

According to IAB CEO Vijay Solanki, the two new playbooks are the result of a renewed focus on collaboration across the IAB membership community.

“The IAB Australia Councils and Taskforces are doing a tremendous job at leveraging their combined expertise to produce best in market industry guidance and digital resources,” said Solanki. “We are delivering on our refreshed mandate to simplify and inspire digital for Australian marketers and have a strong pipeline of initiatives in play to take us into 2018.”

The Native Playbook is the first of its kind and is compiled by IAB members from Allure Media, American Express, BuzzFeed, Fairfax Media, The Guardian, News Corp, OMD, Outbrain, Publicis Media and Yahoo7.

The Programmatic Playbook is a significantly updated version of its 2015 inaugural Playbook. It was compiled by Jonas Jaanimagi, Executive Consultant to IAB Australia and IAB members from AdRoll, AppNexus, Bench, Exponential and Publicis Media.

The Native Playbook can be downloaded here.

The Programmatic Playbook can be downloaded here.


The Interactive Advertising Bureau (IAB) Limited is the peak trade association for online advertising in Australia and was incorporated in July 2010. As one of over 43 IAB offices globally, and with a rapidly growing membership, IAB Australia’s principal objective is to support and enable the media and marketing industry to ensure that they thrive in the digital economy.

The role of the IAB is to work with its members and the broader advertising and marketing industry to assist marketers to identify how best to employ online as part of their marketing strategy, to better target and engage their customers and build their brands.

By addressing the core pillars of growth of the online advertising industry – simplified and standard online audience measurement, research, and online operational standards and guidelines, and regulatory affairs, IAB Australia leverages the skills, experience and commitment of its members to advocate the benefits of online advertising by acting as an authoritative and objective source for all online advertising issues whilst promoting industry-wide best practice.

IAB Australia is a registered not-for-profit organisation; membership fees and revenue generated is invested back into the IAB’s membership benefits such as resources, events, reporting, and industry representation.

For further information about IAB Australia please visit: www.iabaustralia.com.au

For further information please contact:

Pru Quinlan or Sue Ralston
Einsteinz Communications
T: (02) 8905 0995
E: pru@einsteinz.com.au | sue@einsteinz.com.au

Steven Poyser