Ad Industry Launches Effort to Revise New Standard Terms & Conditions for Digital Advertising

Joint Effort with 4A’s, IAB, and ANA to Reduce Friction, Increase Buying Efficiency and Acknowledge Changes in Marketplace

After more than a decade, the Standard Terms & Conditions for internet advertising, first developed in May 2001, updated in 2010 and 2018, will be significantly overhauled.

Launching in April 2023, the leading industry trade bodies will create a joint Task Force to include all stakeholders including advertising agencies, marketers, publishers, and ad tech companies.

“The industry has a legacy of collaboration to ensure that the buy side and sell side align on best practices and standards for an effective digital advertising ecosystem. While there have been updates, it’s time to revisit the approach and ensure we collectively address evolving needs in the marketplace,” said Marla Kaplowitz, President and Chief Executive Officer, 4A’s.

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“While the previous work in this area remains the industry standard over a decade later, simply too much has changed for us to not revisit,” said David Cohen, Chief Executive Officer, IAB. “Having worked on previous iterations, I know the road ahead will not be easy, but it is important work that has to be done. We look forward to collaborating across the ecosystem and developing a contractual framework that ensures the vital infrastructure we need to streamline the digital advertising buying process.”

“The scale and complexity of today’s digital media transactions requires an updated foundation of contractual terms and conditions that underpin this large marketplace. We are very supportive of collaboratively revisiting digital terms and conditions to address the needs of today and tomorrow and look forward to participating in the endeavor,” added Bob Liodice, Chief Executive Officer, ANA.

The Interactive Advertising Bureau empowers the media and marketing industries to thrive in the digital economy. Its membership comprises more than 700 leading media companies, brands, agencies, and the technology firms responsible for selling, delivering, and optimizing digital ad marketing campaigns. The trade group fields critical research on interactive advertising, while also educating brands, agencies, and the wider business community on the importance of digital marketing. In affiliation with the IAB Tech Lab, IAB develops technical standards and solutions. IAB is committed to professional development and elevating the knowledge, skills, expertise, and diversity of the workforce across the industry. Through the work of its public policy office in Washington, D.C., the trade association advocates for its members and promotes the value of the interactive advertising industry to legislators and policymakers. Founded in 1996, IAB is headquartered in New York City.

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