Switzerland adapts BVDW Code of Conduct Programmatic Advertising
Since the Code of Conduct for Programmatic Advertising, published in the fall of 2016 by the German Digital Economy Association (BVDW), has been very well received in the German market, IAB Austria and Switzerland are also rolling out this voluntary code of conduct in their respective markets.
It was only in November of last year that the BVDW's Programmatic Advertising focus group published the Code of Conduct Programmatic Advertising to ensure transparency, quality and security in the market. The voluntary commitment struck a chord: Within a very short time, around 60 companies, some of them international, from the market sectors of marketers/publishers, demand side platforms (DSPs), sell side platforms (SSPs) and data providers committed themselves to the rules for automated media trading defined therein. The Code of Conduct Programmatic Advertising was so well received in the German market that the sister associations IAB Austria and Switzerland adapted this voluntary commitment for their markets.
David Burst, President of IAB Switzerland, underlines the importance: "Quality assurance in online advertising has always been a challenge. The Programmatic Code of Conduct as a joint solution for the DACH region is a basis on which to build and which must become known in the industry. The Code of Conduct provides the cornerstone for transparency and quality in programmatic buying."
Christoph Tagger (derStandard.at), head of the Programmatic Working Group of the IAB Austria, says: "Quality and transparency in the programmatic ecosystem are in truth a global concern. That's why I'm particularly pleased that we can make a further contribution to this by placing the foundation laid by the BVDW on a broader common basis and also developing it in partnership in the future."
BVDW Vice President Thomas Duhr (IP Germany) is pleased about the international success of the Code of Conduct: "The development of such a voluntary commitment was already an important step for programmatic advertising in Germany and unique worldwide. The acceptance of numerous international market participants in particular also strengthens our view that the German market is doing things right in many respects. The now completed expansion to the markets in Austria and Switzerland leads to important transparency in the German-speaking region and drives the professionalization of Programmatic Advertising also internationally. We hope that we will succeed in further expanding this international pioneering role."
Complaints Committee examines violations
To ensure compliance with the voluntary commitment, the members of the Programmatic Advertising focus group at the BVDW have elected an eight-member complaints committee with experts from all four market sectors. Equivalently, there are complaints committees in Austria and Switzerland. These committees examine indications of violations of the Code of Conduct and are also available as contacts, particularly for participating companies.
