Much of the success achieved by the IAB originates from the work of the IAB Councils. Essentially working groups of members’ representatives, the Councils shape the policy and initiatives of the IAB in striving to achieve its core objectives.
Councils meet monthly and are chaired by the IAB Australia CEO.
They set their own agendas and leverage their own skills, experience and networks to set annual programmes of work, identify resources required, work with partner organisations such as external research providers, and submit recommendations to the IAB Australia Board. As Councils comprise a wide range of member companies, they provide a broad, collective voice in addressing the key issues and challenges faced by the industry, by marketers and by the members’ own organisations.
There are currently three IAB Australia Councils:
Measurement Council
The Measurement Council evolved in 2008 from the IAB Audience Measurement Blueprint Working Group and has made significant progress into establishing best practice in Australia for online audience measurement. Seen by marketers and agencies alike as a critical component of the growth of the online advertising industry, the Measurement Council is currently:- Working closely with Nielsen Online to implement 16 recommendations from the 2008 IAB Audit Report into panel methodology and composition
- Establishing simplified and standard online advertising metrics
- Investigating and evaluating new technologies such as hybrid measurement and new online tagging technologies
Research Council
The IAB Research Council convened for the first time in February 2009 to identify current research available, evaluate the research needs of the Australian online advertising industry and conduct a gap assessment leading to a recommended programme of research for 2009.Standards & Guidelines Council
The IAB Standards & Guidelines Council also convened for the first time in February 2009 to examine current standards and guidelines (eg universal ad package) and the need for newly created standards and guidelines (eg online video advertising specifications.)If you would like to find out more about any of these Councils, enquire about joining a Council, or discuss the need for additional Councils, please contact Gai Le Roy at (JavaScript must be enabled to view this email address)
