The Interactive Advertising Bureau (IAB) Europe has released guidance aimed at improving the transparency of digital advertising supply chain.
The Transparency Guide focuses on areas of data, cost and inventory source, and provides questions for each stakeholder category to be asked at different stages of the chain.
It has been developed by IAB Europe’s Transparency Working Group, which was formed earlier this year in response to advertiser demands surrounding accountability and transparency. The group is formed of representatives from both the buy- and sell-side.
“With trust and transparency high on the industry agenda, IAB Europe’s Transparency Working Group wants to empower all parties to be able to ask good questions of their partners,” said Simon Halstead, chair of the IAB Europe Programmatic Trading Committee and head of open demand international at Oath. “This guide enables partners to identify the right questions in the area of transparency they are keen to explore. As the industry evolves with initiatives like IAB led Ads.txt and the impact of GDPR, all parties need to engage in detailed conversation to drive transparency.”
According to IAB Europe research, transparency has been cited as barrier to further programmatic ad investment by 40 per cent of advertisers.
“In order for the programmatic trading ecosystem to continue to grow and provide added value to the industry and its stakeholders we need to make sure that everyone has a clear image of how this ecosystem works,” said Daniel Secareanu, board director at IAB Europe and CDO at Burda Romania. “We can only do this by ensuring that the programmatic trading currency (inventory & data) and its supply chain are fully transparent to everyone involved in it.”
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