IAB and MFA join forces to tackle ad fraud and quantify 'premium' inventory

By AdNews | 12 August 2014
GroupM's Danny Bass.

The IAB and the MFA have launched a joint advisory group for agencies. The IAB has traditionally been publisher focused but aims to become more inclusive. The MFA is more agency focused.


The IAB-MFA Agency Advisory Group (IMAAG), to be chaired by Group M chief investment and intelligence officer Danny Bass, aims to bridge the gap between the two groups and tackle key industry issues.

IMAAG is effectively a merger of IAB’s Agency Advisory Board and the MFA’s Interactive Committee. It will facilitate dialogue between agencies, publishers, marketers and measurement vendors.  Measurement will be a priority for the IMAAG and the Group will also work closely with the IAB Brand Safety council on issues including online traffic fraud. 


The Brand Safety Council was formed after a spate of articles highlighting brand dollars being siphoned off onto less than premium sites and is now working to put a dollar value on the level of advertising fraud in Australia. Bass said that area would be an initial focus of the group, as well as quantifying what 'premium' sites actually were.
IAB Australia CEO, Alice Manners commented, “The depth of knowledge and experience of the IMAAG members is unparalleled and we are confident that the Group will provide the market with one strong, consolidated voice.”
According to MFA’s CEO, Sophie Madden IMAAG is a natural collaboration given the close alignment of IAB and MFA on many key issues.
“IMAAG is a unique opportunity to get agencies, publishers and technology partners in the same room, working together towards industry-wide solutions that will shape our industry’s future,” said Madden.

Chair Danny Bass said the group would “focus on one issue at a time and give it the time and attention it demands.  Our first priority will be the development of a code of conduct which will focus on fraudulent traffic, viewability and verification.”

“The classification of news sites and definition of premium display are also important issues we wish to address.  It is important to acknowledge the importance of quality journalism, educate clients about the benefits of aligning with respected publications, and recognise the significant differences between types of news sites,” said Bass.
IMAAG’s founding members are:

Anya Collingwood - Match Media                                      
Ally Cooney - TMS Australia                                      
Dan Robins - Resolution Media
Danny Bass - Group M                                               
Esther Carlsen - Xaxis                                                       
James Greet - Ikon
Jason Tonelli - SMV Group
John Miskelly - Group M                                               
Jonathan Betts - Zenith Optimedia
Peter Hunter - PhD Network
Leigh Terry - OMD                                                       
Ros Allison - Zenith Optimedia
Sophie Madden - MFA
Stuart Bailey - OMD                                                       
Travis Johnson - Mnet Mobile                                       

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