As digital media passes from new to established, advertisers are taking a keen interest in the regulation, measurement and cost of online advertising.
Over the last 3 years ISBA has been a leading force in lobbying, identifying and resolving issues as well as producing guidance on behalf of our members.
Significant issues have arisen concerning online advertising, data use and privacy. The current US debate over do not track illustrates the regulatory environment. In the EU and the USA concerns are being expressed about Online Behavioural Targeting (OBA) for adverts; at the same time the EU is implementing the E-Privacy Directive requiring urgent action informing the public about the use of cookies.
A global media calls for effective self-regulation that goes beyond national borders. ISBA is actively engaged with the IAB and WFA in developing the industry’s Self-Regulatory Code for Online Behavioural Advertising (OBA). The roll out of the code will enable advertisers to assure consumers and also help business comply with the new EU e-Privacy Directive, implemented via the ‘Cookies Law’.
The placing of cookies and other software on consumer’s computer equipment requires the user’s explicit consent under the EU E-Privacy Directive. How to do this effectively is still a matter for debate. There is no single EU wide answer; it looks as if Member States will have a variety of requirements making e-commerce in the EU more difficult.
In the UK ISBA is working to find the best solution for business and consumers. We regularly update our members of developments within OBA.
We and our industry partners are working closely with browser manufacturers determining how browser settings can be enhanced to control all cookies.
We have hosted a regulator and advertiser summit, at which Information Commissioner Christopher Graham explained how members could comply with the Cookies Law. We are also working with the UK ICC in seeking a business solution for all web site owners regardless of whether they use commercial communications online.
We will be hosting a further summit on 4 October at which representatives from the Information Commissioner’s Office, the Department of Culture, Media and Sports and the Internet Advertisers Bureau will be updating members on compliance issues. Barclays will be providing a practical knowledge sharing session on how they have been moving towards compliance.
The costs of online video advertising remain an important issue for advertisers.
ISBA is producing Guidance, including questions clients should be asking their media planning / buying agencies.
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