Content marketing and its dodgy cousin native advertising are big areas of focus for brands and media owners at present. And they're also big areas of confusion, with no set rules on disclosure and very little data for this market. The IAB NZ's Standards & Guidelines Council is aiming to change that and has set out on a mission to gauge the level of activity, build a resource on the topic and help educate and showcase what is currently being offered in New Zealand.
Marketing, advertising & media intelligence
All around the world, the advertising cash is flowing online. But, in some cases, it's been proven to be flowing to the wrong places. The Interactive Advertising Bureau (IAB) in the US has been doing all it can to deal with sophisticated scams involving non-human traffic that are thought to be stealing billions from advertisers, and the New Zealand outpost is attempting to ensure its house is in order too with the formation of a new standards and guidelines council.
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