mUmBRELLA: IAB launches Video Advertising Council to push awareness

The Interactive Advertising Bureau (IAB)has launched a Video Advertising Council (VAC) in an effort to push industry debate and discussion around the video offerings and products in the industry, Mumbrella can reveal.

The VAC's founding members include Adaptv, Foxtel, Google, MCM, MCN, VENA, SpotXchange, SBS, TEN, Tubemogul, Videology, and Yahoo!7, with more organisations expected to join in the coming months, and is part of an attempt by the IAB to broaden its membership beyond the traditional major publishers.

IAB Australia CEO Alice Manners said video was one of the fastest growing areas of digital advertising and the group was needed to help drive discussions in the video ad space.

"The potential growth of the digital video market in Australia is indisputable and the Video Advertising Council will be actively focusing on making video ad trading easier and more effective," said Manners.

The VAC will also work closely with the Brand Safety Council which, as Mumbrella revealed earlier this month, was created to address the issue of ad fraud in digital after multiple instances of the practice were exposed.

The initial areas of focus for the VAC will include reviewing technical specifications and guidelines; providing market guidance for viewable impressions for video ad units and audience and campaign measurement across screens for video content.

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