Digital Action Group

The Digital Action Group has recently become the focus of much of ISBA’s activity as our members increasingly lend both expertise and budget to advertising on the web. Levels of engagement in this relatively young medium vary, however the group has undoubtedly become a significant force in making the web an increasingly attractive proposition for big brands. 

Much of the group’s work over the past two years has focused on search engine marketing, from our seminal 2006 guidance to collaborative projects with other industry bodies, and more recently our specific warnings to members regarding protection of brand names when bidding for search terms.

2007 saw ISBA call for greater responsibility from media owners to ensure that advertisers’ campaigns are not placed next to undesirable content that could damage their brand. This was set against the background of years of work to establish an industry agreed measurement tool for websites, to verify both the nature and number of website users. ISBA is an active member of JICIMS, the body created to do this, and members of the Digital Action Group sit on its steering committee.

For further information about the work of the Digital Action Group please contact  Michelle Sherlock