As of yesterday, the DMMA (Digital Media & Marketing Association) has become a part of the Interactive Advertising Bureau (IAB), and will now be known as the IAB South Africa.
The IAB is a global, interactive advertising bureau, founded in New York City in 1996. The IAB is comprised of more than 600 media and tech companies that, together, are responsible for selling 86% of online advertising in the US alone.
Their main focus is to grow the digital industry worldwide – thus, it makes sense for the DMMA to be part of such a prominent global bureau.
Jarred Cinman, Chair of the IAB South Africa, says that this new integration was a natural step for the DMMA:
“œIAB’s around the world help build markets; bring likeminded members together and ensure that standards and guidelines are set for global best practice…[sic] this intent sits perfectly with what the DMMA has been working towards since its inception ten years ago“
The IAB has global representation from many countries across the globe, including the likes of China, the United Kingdom, Germany, France and Spain.
All of these international IAB‘s function completely autonomously – the only requirement being a steadfast commitment to the goal of growing the online media and advertising industry.
Cinman continues that, because the main goal of the IAB South Africa is that of all the others worldwide, there is no need for structural changes, or changes in the process and policies of how the DMMA was run.
The decision to join the IAB was made in August of last year at the AGM. Members of the DMMA voted in favour of pursuing the opportunity to become the official South African branch of the IAB.
Two members of the DMMA board, Timothy Spira, representing publishers and Fred Roed, representing agencies, met with the IAB at their headquarters in New York City in September 2013.
Here, the IAB extended their offer to the DMMA to become the official South African branch. In December of last year, the motion was passed after DMMA members agreed to become the new, IAB South Africa.
Subsequently, the final, IAB licensing agreement was received in January.
According to David Doty, Executive Vice President and CMO at IAB, the launch of IAB South Africa now means that there are IAB branches on every continent in the world, except for Antarctica.
Doty also mentioned that the launch of IAB South Africa will be beneficial for both the South African digital publishing industry, as well as their global members, looking to build relationships in South Africa.
All in all, it looks as though the decision to join the IAB can only mean great things for the (now former) DMMA.
“œThere are some very clear benefits to being part of an established and respected global network…[sic] it gives us the ability to be part of IAB global standards, to replicate key international research studies to see how South Africa fares in a global context, as well as giving us a seat at the international IAB table with access to case studies of successful strategies in other markets. In short, being part of the IAB gives our members access to international knowledge and best practice, while ensuring that South Africa takes part in the global, digital, conversation“ Cinman concluded.
