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IAB AMC, 26 th August 2010

IAB AMC, 26 th August 2010. Agenda. Behavioural Retargeting, code of conduct Voucher Codes summit, update dgm fallout and affiliate protection Feed best practice, update Extending the ASA’s Remit Launch of the AMC blog Handbook update Dan’s on the road… AOB. Behavioural Retargeting.

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IAB AMC, 26 th August 2010

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  1. IAB AMC, 26th August 2010

  2. Agenda • Behavioural Retargeting, code of conduct • Voucher Codes summit, update • dgm fallout and affiliate protection • Feed best practice, update • Extending the ASA’s Remit • Launch of the AMC blog • Handbook update • Dan’s on the road… • AOB

  3. Behavioural Retargeting • Changes since last meeting: • Splitting out between compulsory and non-compulsory elements • Non-compulsory elements: • IASH approval • Cookie lengths • Placements • Non-compulsory allows advertiser flexibility and discretion, best practice should be encouraged

  4. Behavioural Retargeting • Compulsory elements: • Cookie hierarchies, under no circumstance should a PI / PV cookie overwrite or replace a click cookie • PI / PV to be run in a controlled way • Points for discussion: • Splitting out between compulsory & non-compulsory • Enforcement & disciplinary procedures

  5. Voucher Code Summit • Weds 18th August • All member networks represented • Affiliates present: • MVC, VC.com, VC.co.uk, MoneySupermarket, PromotionalCodes, Savoo, Quidco, 3Convert • Also present: • RO-Eye, Total Search Solutions, FusePump • Chaired by non-network representative, Matt Bailey

  6. Voucher Summit • The summit had three goals: • To clarify and (if necessary) strengthen the current code of conduct • To address any current industry concerns as well as secure buy in for the rest of 2010 and well into 2011 • To look for positive PR we can push out to a wider audience

  7. Voucher Summit • Key action/discussion points • Change to some aspects of the code of conduct including clarity on expired content • Inclusion of guidelines on user generated content • Clarity of procedures for disciplinary action • CTR contentious issue, no consensus; technical solutions & possible amendment to only use for exclusive content • Accreditation to solidify ‘fair play’ agreement • PR opportunities

  8. dgm Fallout • dgm was placed into administration in July 2010 • i-level & Clash Media also recent casualties • Is there anything the AMC / IAB can do?

  9. Feed Best Practice Guidelines • Feedback received and reviewed from Networks • Include more references to individual network requirements • Split the documents clearly into a “Why?” and a “How?” • Include business benefits (input from Networks please) • Category issues • Adult content • Variants • Gender • Genre • Pre-Order/Stock expected back

  10. Feed Best Practice Guidelines • All feedback incorporated into the documents • Additional round of review requested from Networks AND key affiliates (plus input) • Propose to get final draft signed off at next AMC General Meeting

  11. Extending the asa’s digital media remit • Thursday 26 August 2010

  12. Background On 1 September an announcement is to be made announcing an extension of the Advertising Standards Authority’s digital media remit. This extends the existing self-regulatory rules for digital marketing to cover: misleading claims within marketing communications on advertiser’s own websites. misleading claims within marketing communications in other non paid-for space online, such as in social media. The IAB supports the extension to update the self-regulatory rules and protect internet users, particularly children. The extended remit will go live on 1 March 2011.

  13. Who will pay for this? The ASA is funded via a 0.1% levy on media spend – so advertisers pay for the self-regulatory system. The levy is collected quarterly at the agency level. To help pay for the extended remit the levy is to be applied to the following: PPC search marketing Mobile marketing The levy is to also be considered for affiliate marketing using the networks existing billing and admin resources. In practice this means that the agency will bill the levy to clients and send the aggregate to Asbof (the collecting body) on a quarterly basis. Thoughts on the practicalities, potential issues, definitions and next steps?

  14. Clarification • The ASA is paid for by advertisers (merchants) • Agencies / intermediaries are not being asked to pay anything. • They are being asked to help administer and collect advertiser payments as part of the normal billing • Agencies / intermediaries are not being asked to enforce the self-regulatory rules. • The liability lies with advertisers and it is the ASA’s job to enforce the rules.

  15. AMC Blog • Launched August 2010 (huge thanks to Mark Joseph) • http://www.iabaffiliatemarketing.com/ • Goals: • An industry resource • Agendas, minutes from meetings • Self-regulation documents • Thought pieces • Case studies • Please submit to me or Dan!

  16. AMC Blog

  17. Other... • Handbook update • Dan’s on the road… • Bristol: Thursday 2nd Sept • Panel to include: CJ, A4U • Manchester: Thursday 9th Sept • Panel to include: Webgains, R.O.EYE If you’re interested in speaking please ask! • AOB • Next meeting, 28th October

  18. IAB AdSpend Study • 4 networks have submitted • 6 networks have not submitted • Two weeks left to get figures in • sorcha@iabuk.net

  19. Drinks!

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