ISA forms five sub-committees to address pain points with agencies

The Indian Society of Advertisers, the apex national body representing advertisers across the country, on Wednesday announced the official launch of ISA Media Charter to focus on safeguarding the interests of brands by promoting fair and transparent practices in the advertising industry. To address the major issues with agencies, ISA has constituted five sub-committees to delve further on these focus areas. Based on the reports submitted by these sub-committees, the model contract may be updated. 

Talking about the committees, Sunil Kataria, Chairman of ISA and CEO-Lifestyle Business, Raymond Ltd, on Wednesday informed, “We have formed sub-committee and they are in different stages of work. We already formed the sub-committees on cross screen measurement and ad fraud and three committees are formed today on viewability, brand safety and digital media.”

He also shared that some of these committees will have publishers and people from the other ecosystem coming in. “On cross screen measurement we are working with BARC and a lot of work is happening. Our stand is clear that cross measurement is a must in India but it will take some time. The rest of the team are planning to close it by the end of this calendar year,” shared Kataria. 

Some of the salient features listed in the charter are: 

* Ensure that the terms are signed before the contracted period begins 

*Evaluate sharing non-negotiable clauses, at the pitch stage 

*Detail a comprehensive list in the Appendices/ Annexures when signing 

* Include all important matters that will have a bearing on the working relationship and deliverables 

*Cover all entities within the agency group, not just the Agency of Record (AOR). 

*Evaluate seeking an annual representation from a representative within the agency holding company 

*Confirm the agency’s compliance with all terms of the agreement 

*Adjust any areas where there has been non compliance, or changed circumstances 

*As part of a Financial Compliance, audit the agency to provide a Management Representation Letter – signed by the Group CFO 

*Call out in the Media Agency Agreement that a fee, and the occurrence of it, has been agreed between the two parties – keep the format in the annexure

*Ad verification across all programmatic buying - ensure the operating framework covers ad verification which should include ad fraud, viewability and measurement, and brand safety. 

*Review your internal policy on inventory and ensure your standards are mirrored in your contract. 

*Ad fraud and viewability should be documented in the contract, to be clear on what is and isn’t acceptable and what will and won’t be considered as fraudulent or viewable. 

* Brand safety: What type of inventory is included on your approved list – and excluded via your blocked list – to ensure brand safety? Reviewing and updating the list 

*Assign responsibility for the review 

*Mandate to approve the list 

*Ad serving: Clarify Charge per actual or planned impressions based on KPIs 

* Charge at cost or a pre-approved rate card 

*What are the timelines for agency response? 

*Establish liability and clarity on non payment for breach

The ISA Media Charter key focus areas are:

Zero Tolerance to Ad-Fraud: To create a vigilant environment in the industry where adfraud is unequivocally condemned and stringent measures are adopted to eliminate fraudulent practices. 

Brand Safety: To ensure brands are showcased in secure environments, free from content that may harm their reputation

Viewability: To address the challenges posed by digital advancements and to ensure ads are genuinely viewable by the target audience.

Common Minimum Standard for First-Party Data: To establish guidelines for the responsible collection and usage of consumer data, prioritizing privacy and consumer protection.

Cross-Screen Measurement: To develop unified measurement standards for both TV and digital platforms, enhancing advertisers' ability to gauge their campaigns' success across various media channels.