Agencies step up their use of attribution, viewability and ad fraud detection technologies but marketers need more support

Sydney, 14th October 2016:  The use of attribution modelling, ad fraud detection, brand safety and ad viewability tracking technologies has increased markedly across Australian agencies servicing both clients and publishers as they strive to drive more efficient results for their clients according to a research report released today by IAB Australia.  The “State of the Industry: Marketing & Advertising Technology” report also found that agencies, clients and publishers have increased their use of tag management and DMPs.

The report, which was commissioned by IAB Australia’s Technology Council to understand the state of use of advertising and marketing technology across the industry, found that only half of marketers are using attribution modelling, with the gap between familiarity and usage of attribution modelling and usage suggesting more education is needed in how to optimise these methods.  
The report also found that overall agencies and marketers are starting to take better control of their ad spending and campaign monitoring, with increasing use of tracking technologies.
Data visualisation, DMPs and ad fraud detection technology usage were identified as technologies which will see increased usage over the next six months.
Vijay Solanki, CEO of IAB Australia, said: “This landscape study provides lots of useful insights for publishers and digital marketers.  It’s clear that attribution is now both a need and an opportunity for marketers, highlighting the ongoing importance of the measurement of effectiveness.  This is a core part of our brand, so IAB will continue to work closely with marketers to provide them the support they need.” 
Ben Sharp, IAB Australia’s Technology Council Chair and Managing Director ANZ, AdRoll commented:  “The increasing usage of DSPs and DMPs points to a growing number of marketers utilising ad tech tools as part of their marketing mix.  Marketers are also striving to get a better understanding on how to be more efficient with attribution modelling having one of the largest increases year on year.”
Key findings from the report include:
Technologies with increased usage year on year

  • Attribution modelling – 13 percent 
  • Ad viewability tracking – 12 percent
  • DSPs – 12 percent
  • Tag Management – 10 percent
  • DMPs -9 percent

Change in tech usage by Agencies year on year

  • Ad Fraud Detection – 19 percent increase
  • Brand safety ad tracking  - 14 percent increase
  • DSPs - 13 percent increase

IAB Australia’s Technology Council is made up of AdRoll, Amobee, AppNexus, Criteo, Exponential, Google and Sizmek.

IAB IG Tech Survey 2016 Final JPEG Web rep

(Download the PDF below.)

This is the second annual ad technology study run by IAB Australia.  Close to 200 respondents completed the survey, most had six+ years industry experience and the vast majority hold senior positions.  All respondents were screened for their position in the industry and their involvement and knowledge of advertising technology.

About the Interactive Advertising Bureau 
The Interactive Advertising Bureau (IAB) Limited is the peak trade association for online advertising in Australia and was incorporated in July 2010. As one of over 43 IAB offices globally, and with a rapidly growing membership, IAB Australia's principal objective is to support and enable the media and marketing industry to ensure that they thrive in the digital economy.
The role of the IAB is to work with its members and the broader advertising and marketing industry to assist marketers to identify how best to employ online as part of their marketing strategy, to better target and engage their customers and build their brands.
By addressing the core pillars of growth of the online advertising industry - simplified and standard online audience measurement, research, and online operational standards and guidelines, and regulatory affairs, IAB Australia leverages the skills, experience and commitment of its members to advocate the benefits of online advertising by acting as an authoritative and objective source for all online advertising issues whilst promoting industry-wide best practice.
IAB Australia is a registered not-for-profit organisation; membership fees and revenue generated is invested back into the IAB's membership benefits such as resources, events, reporting, and industry representation.
For further information about IAB Australia please visit:
For further information please contact:
Vijay Solanki
CEO - IAB Australia
Pru Quinlan
Einsteinz Communications
T: (02) 8905 0995


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