IAB Switzerland launches expanded Programmatic Commitment
Programmatic advertising continues to face persistent prejudices. To ensure transparency, quality, and security in the market, IAB Switzerland joined forces with the Federal Association of the Digital Economy (BVDW) e.V. and iab austria as early as 2017 to launch the Code of Conduct for Programmatic Advertising. Now, the associations are introducing a revised version of this voluntary code of conduct for programmatic advertising, which can now also be signed by agencies and advertisers.
For the first time, the Code of Conduct takes into account requirements from and for market partners from eight market segments: DSPs (demand-side platforms), SSPs (sell-side platforms), publishers/ marketers, data providers as well as newly added advertisers, agencies, DMPs (data management platforms) and providers of verification solutions. The Code of Conduct's commitment to transparency, quality and security in the area of programmatic advertising can be signed not only by IAB member companies, but also by non-members.
"The launch of the first Code of Conduct in 2017 was very well received in the Swiss market. The need for an expanded version for market segments such as agencies and advertising clients quickly became great. We are now pleased to make the revised version available to the Swiss market and thus continue to set an example for more quality in digital advertising," explains Roger Baur, Managing Director of the IAB Switzerland Association.
"We did not take the drafting of the new edition of the Code of Conduct lightly and discussed it in a number of meetings," reports Jennifer Weltzien, Deputy Chair of the Programmatic Focus Group at BVDW. "The Code of Conduct now addresses six aspects of transparency and quality for partners from eight market segments, with significantly sharpened content and an expanded breakdown. Each company can sign for the area in which it is active and commits to the requirements. Thus, multiple signatures are possible and are absolutely welcomed."
The aspects and requirements already contained in the first version (advertising environment, campaign control, advertising media, end device, and data usage) have been significantly concretized. In addition, questions of cost transparency and verification in general are now taken into account.
Companies that subscribe to the Code of Conduct receive a logo corresponding to their market area, which can be used for their own promotional communication in the market. At the same time, market partners are assured of compliance with the standards of the Code of Conduct.
The Code of Conduct can be downloaded from the IAB Switzerland Association website. The IAB Switzerland Association expects a large number of subscribing companies. For companies that have already signed the now superseded version of the Code of Conduct 2017, the new subscription is mandatory.
Complaints Committee examines violations
To ensure compliance with the voluntary commitment, the members of the IAB Programmatic Advertising Focus Group have formed a complaints committee with experts. There are equivalent complaints committees in Germany and Austria. These committees examine indications of violations of the Code of Conduct and are also available as contacts, particularly for participating companies.
For more information about the IAB Switzerland and the Code of Conduct Programmatic Advertising, please visit: Iab-switzerland.ch/coc-programmatic
So far, the following companies in Switzerland have signed:
- Adello
- Admeira
- Attackera
- Audiencezz
- DEPT Digital Marketing
- Drop 8
- Goldbach Audience (Switzerland)
- Hoy
- Jung von Matt/impact
- Publicis Media Switzerland
- SBB
- Scout24 Switzerland
- Tamedia
- Webrepublic
