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Article: ANALYSIS: Industry bodies pin down search best practice.(Direct Marketing Association and Interactive Advertising Bureau UK Ltd. introduced standards for internet advertising)
- Article from:
- New Media Age
- Article date:
- August 23, 2007
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As the IPA and, working together, the IAB and DMA look to devise guidelines for search advertising, what do they hope to achieve and why has the issue arisen now?
Last week the IAB and DMA unveiled the first stages of a joint search best-practice charter, looking to aid those working with the search sector. The charter intends to both educate those interested in search marketing as well as reinforce advertiser and agency confidence in the medium, according to the IAB.
Also last week, the IPA said it too was looking to work more closely with the search sector, and had set up a search steering group.
"We're exploring how we can address this ...