Maturing digital ad industry sharpens focus on accountability

Posted by Melani Theodorou On September 01, 2015 Media Releases

SYDNEY, 27th August 2015: Accountability is the number one focus for the industry according to an industry first research report released today by IAB Australia. The “State of the Market: Marketing & Advertising Technology” report found that brand safety, ad fraud detection and view ability are the key areas of interest as the market matures.

Perhaps surprisingly the study noted that 48 percent of Australian agencies are not using brand safety technology; 52 percent of publishers are not using Ad Fraud detection; but that 76 percent of respondents are using ad viewability tracking technology.

The report, which was commissioned by IAB Australia to understand the state of this often complex area of the industry, found that agencies, clients and publishers are taking advantage of a broad range of tools and technologies in the areas of analytics and measurement. The rate of uptake of attribution modelling, data visualisation and content personalisation technologies; and the self-declared understanding of these technologies was found to be relatively low. However many respondents indicated an intention to use these tools within the next six months.

According to Alice Manners, CEO of IAB Australia the report has identified a need for industry education.

“As more and more consumers are using mobile and engaging with online video, marketers and advertisers are acknowledging they need to better analyse and use a range of tools to understand and serve their customers.

“The industry has expressed a clear hunger for greater accountability and a growing sophistication in their needs so we will continue to work towards supporting their needs,” said Manners.

IAB Australia launched its AdTech Advisory Council earlier this year and has recently established a Trustworthy Accountability Group (TAG), a cross-industry compliance organisation focused on combating ad fraud, malware and piracy. The primary goal of both groups is industry education.

Key findings from the “IAB Australia State of the Market: Marketing & Advertising Technology” report include:

Planned areas of technology use this year

  • Up to 15 percent of clients or marketers intend to use mobile analytics or marketing tools
  • 10 percent of client, marketers and agencies intend to use video analytics
  • 29 percent of publishers intend to use attribution modelling

Priority Areas for Education and Information

  • Clients nominate attribution modelling, platforms and Data visualisation as their priority areas for education and information
  • Agencies nominate attribution modelling, platforms, ad fraud detection and data visualisation as their priority areas
  • Publishers are focused on mobile analytics, ad viewability tracking and ad fraud detection
  • Adtech companies are focused on attribution modelling and SSPs

The full report will be available at:

IAB’s “State of the Market: Marketing & Advertising Technology” report was conducted by the Hoop Group and included 200 respondents. Of these, most had more than six years industry experience and the vast majority held senior positions. All were screened for involvement and knowledge of advertising technology.


About the Interactive Advertising Bureau
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 40 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.

IAB Australia’s board includes representatives of, Fairfax Media, Google, Mi9, Network, News Australia, REA Group, Telstra, TressCox Lawyers and Yahoo7. It has four objectives:

  • To be the ‘big tent’ for the entire digital advertising industry and define the future of digital advertising
  • To deliver the benefits of ad funded interactive experiences to Australians
  • To develop, coordinate and promote industry standards and guidelines that make interactive advertising a simpler and more attractive medium for agencies, advertisers and marketers
  • To prove and promote the effectiveness of interactive advertising to advertisers, agencies, marketers and the press

For further information please contact:

Alice Manners
CEO – IAB Australia
T: 0408 107 399

Pru Quinlan
Einsteinz Communications
T: (02) 8905 0995

Melani Theodorou