ISBA endorses IASH code

ISBA has endorsed the IASH code that seeks to stop ads appearing against websites potentially damaging to the brand.

IASH, the industry trade council representing ad networks and sales houses, has introduced the code to provide a formal framework for best practice that its members can follow when dealing with advertisers, agencies, networks and site owners.

The code is intended to give those buying, selling or broking internet advertising space a clear understanding of the types of inventory which can and cannot be used when fulfilling an ad insertion order.

David Ellison, ISBA’s marketing services manager, said: “We gather that a number of agencies have recently changed strategy and will now work only with IASH accredited ad networks. This development will add credibility to the body and encourage our members to persuade their agencies to use ad networks that have gained IASH accreditation.”

Richard Sharp, chair of IASH, said: “We are delighted to have received the backing of ISBA. IASH has increased its communication with ISBA over the last year and worked hard to ensure that we have the support of the brand advertisers in our aim of reducing the risk for brands advertising online.”