The Indian Society of Advertisers (ISA) launched the ISA Media Charter, which aimed to improve openness, security, and collaboration in the country’s digital advertising ecosystem. The four main areas of emphasis for the ISA Media Charter, which aimed to inform advertisers and make sure they adhered to responsible advertising practices, were brand safety, viewability, ad fraud, and first-party data.
During the Media Charter summit of the Indian Society of Advertisers (ISA), a panel consisting of Tejas Apte, general manager, media South Asia, Unilever, ISA media forum chairperson, Gautam Surath, chief operating officer, Performics, Shashi Udyavar, industry head (CPG), and Chintan Soni, chief executive officer and co-founder, mFunnel.ai (Unit of Madison World), explored the crucial role that first-party data plays in enabling personalized marketing communication. The significance of following regulatory frameworks to ensure compliance was also brought up in the conversation. Shreya Godani, Head of Media Measurement and Marketing at ISA, served as the panel moderator. In his opening remarks, Udyavar emphasized the tremendous significance of first-party data, calling it a “superpower for businesses” that enables them to forge lasting bonds with their clients by providing in-depth consumer insights.
Mr. Tejas Apte said, “A start has been made, but still a long way to go,” as reported by afaqs.
The first installment of the ISA Media Charter in 2023 established the Model Media Agency Agreement template which is supposed to outline the rules of engagement between marketers and media agencies. As per Sunil Kataria, the CEO of Raymond Ltd.’s lifestyle business and chairman of ISA, the media charter and model template are meant to function as rules for the industry.
As reported by Free Press Journal, Mr. Kataria said, “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 advertising practices.”
Sonam Pradhan of Kellanova, Chintan Soni, and Karan Anand of IPG Mediabrands discussed improving the industry’s standards for ad viewability in a different session. Gautam Surath and ITC’s Jaikishin Chhaproo alerted us to the existence of ad fraud in the sector, which takes the shape of pixel stuffing, app spoofing, ad stacking, and phony streams.
The ISA intends to release playbooks and training modules that keep advertisers, agencies, and stakeholders informed about the changing landscape of digital advertising in order to guarantee that these changes are implemented successfully. The industry association has not yet determined how often it will update these playbooks, but the team guarantees that a concerted effort will be made to maintain these discussions.
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