ISBA launches updated Media Services Framework

ISBA – the trade body for advertisers in the UK – has released a new version of its Media Services Framework, which is designed to govern the relationship between advertisers and their media agencies.

The new updates include adding DemandChain Object – an IAB Tech Lab tool and core part of the IAB Gold Standard – to the criteria. Utilising DemandChain Object boosts end-to-end transparency in the supply chain, helping to identify and eradicate scam ads. 

This is a significant step as it means that all of the core elements of IAB UK’s Gold Standard are now integrated into ISBA’s MSF, meaning that advertisers will be asking that their agencies implement the Gold Standard’s steps as a matter of course. 

“The fact that ISBA’s MSF now incorporates the vital elements of the Gold Standard is a great development and one that we have been working towards for a while,” explains Chloe Nicholls, Head of Ad Tech at IAB UK. 

“By making the MSF and Gold Standard mutually supportive of one another, it stands to bolster the effectiveness of both initiatives and create more cohesiveness across the industry when it comes to tackling shared challenges. This is exactly the approach we should be taking.” 

Find out more about IAB UK’s Gold Standard here.