Mumbai: The Indian Society of Advertisers (ISA) has unveiled the ISA Media Charter, a new initiative designed to improve transparency, security, and collaboration in India’s rapidly expanding digital advertising sector. The launch event featured the introduction of four critical playbooks focused on Brand Safety, Viewability, Ad Fraud, and First-Party Data.
The event, attended by key stakeholders including advertisers, agency partners, and publishers, underscored the commitment to addressing pressing issues in digital advertising. The playbooks aim to set new industry standards, enhance the effectiveness of ad spend, and foster a more secure advertising environment.
Sunil Kataria, Chairman of ISA and CEO-Lifestyle Business, Raymond Ltd., stated, “With over 70 years of advocating for advertisers, the Indian Society of Advertisers (ISA) has continually pushed the boundaries within the advertising ecosystem, promoting effective & effective advertising practices. The launch of the ISA Media Charter is a landmark initiative that addresses the critical pillars of Brand Safety, Viewability, Ad Fraud, and First-Party Data. As we embrace this next phase of digital transformation, the charter will play a crucial role in enhancing collaboration between advertisers, agencies, and publishers, ensuring that India’s digital advertising landscape grows stronger, safer, and more transparent.”
Tejas Apte, ISA Media Forum Head and General Manager – Media, South Asia, Unilever, added here, “The media charter released last year called out key priorities for ISA’s Media Forum. Over the last few months we have worked with members of the ISA, agency partners and publishers to co-create four playbooks. Through the implementation of these playbooks we want to make digital advertising safe, transparent and trustworthy for advertisers while improving the experience for end users.”
Ankit Desai, ISA Media Forum Co-chair and Head – Media, Digital Marketing and Brand PR (India & Global Centre of Excellence), shared, “The ISA Media Charter will not only enhance trust and transparency but also empower advertisers to make more informed decisions. As we navigate the complexities of the digital world, the ISA Media Charter will serve as a compass, guiding us towards more effective, ethical, and consumer-centric advertising practices. It’s a testament to our commitment to fostering an ecosystem, where innovation thrives alongside responsibility.”
The ISA Media Charter represents a unified effort by the Indian advertising industry to tackle ongoing challenges and foster a transparent, consumer-centric digital advertising environment. By addressing key issues such as Brand Safety, Viewability, Ad Fraud, and First-Party Data, the Charter aims to streamline industry practices and promote a cohesive approach to digital advertising standards. This initiative underscores the industry’s dedication to enhancing both transparency and consumer trust in a rapidly evolving digital landscape.
