IPA Welcomes CMA Recommendations as Positive Development for Digital Ad Market

The IPA has issued its response to the CMA’s report on ‘Online platforms and digital advertising’, published yesterday (1st July 2020).

Says Nigel Gwilliam, director of Media Affairs, IPA: “The IPA welcomes the CMA report’s recommendations that centre on the high-level objectives of fair trading, open choices, and trust and transparency. Having an enforceable code of conduct for online platforms with these objectives in mind can only be a positive development for the industry and the public. We look forward to engaging with the Digital Markets Taskforce to help deliver a robust Digital Markets Unit.

“In addition, we particularly welcome the report’s detailed analysis of the open display marketplace supporting the case for greater transparency over ad tech fees and verification data, and recommending the DMU being empowered to introduce a transaction ID. This dovetails with the interim findings of the cross-industry JICWEBS Distributed Ledger Technology Pilot referenced in the Advertising Association’s submissions to the CMA and indeed DCMS.”