DECLARATION ON A TRILATERAL INITIATIVE BETWEEN IAB, BAR AND BAKA FOR THE IMPROVEMENT AND DEVELOPMENT OF THE DIGITAL ENVIRONMENT IN BULGARIA
Sofia, November 15, 2019 – The digital environment in Bulgaria has many different types of content – educational, informative, entertaining, etc. With the rise of fake news and brand placement issues in the internet, today, it is more important than ever to ensure that creatives appear in and along with brand-relevant content.
Interactive Advertising Bureau Bulgaria (IAB Bulgaria), Bulgarian Association of Advertisers (BAA) and Bulgarian Association of Communication Agencies (BACA) declare that they will work together towards improving and developing the digital environment in Bulgaria.
The three organizations agree to recognize the IAB standards on online advertising and to recommend that their members should adopt and comply with the European Viewability Measurement Principles, i.e. the principles designed to help reduce data discrepancies provided by the various tools measuring the visibility of the advertising message.
The three organizations agree on the need for vigorous action to improve the online advertising environment, and in particular to limit false advertising traffic, launching ads outside of a user’s view, and creating other fictitious mechanisms for delivering ads that are not seen by consumers. The three organizations recognize that improving the consumer experience and the possibility of brands to reach each of their potential customers in a new and more effective way is essential for the further development of the digital environment.
IAB Bulgaria, BAA and BACA also declare to undertake active actions to improve the data quality and monitor the traffic on the Bulgarian Internet sites (traffic, visitor demographics, advertising dynamics – advertising monitoring) and commit themselves to initiate a public discussion in 2020 on the adoption of good international practices in the domestic market.
Interactive Advertising Bureau Bulgaria, the Bulgarian Association of Advertisers and the Bulgarian Association of Communication Agencies agree that both consumers and the media and advertisers will benefit from the joint actions.
On behalf of the Interactive Advertising Bureau Bulgaria (IAB Bulgaria):
Radoslav Nedelchev, Chairman of the Management Board
On behalf of the Bulgarian Advertisers Association (BAA):
Rosen Misov, Executive Director
On behalf of the Bulgarian Association of Communication Agencies (BACA):
Nenad Lozovic, Chairman of the Board of Directors
About the Interactive Advertising Bureau Bulgaria (IAB Bulgaria)
IAB is the largest global association of media, agencies and technology companies responsible for the digital business. There are local IAB organizations in 46 countries on 6 continents. Companies around the world are involved in the development and implementation of standards in online businesses and work to develop the digital industry, personal data security and e-policies, while also advising and assisting institutions such as the EU Council and the US Senate. Members of the global IAB organization include Google, Facebook, Disney, Fox Networks, LinkedIn, AT&T and more. Interactive Advertising Bureau Bulgaria (IAB Bulgaria) has been a licensed IAB representative for Bulgaria since 2009.
About the Bulgarian Advertisers Association (BAA)
BAA works for free, ethical and correct commercial communication. The Association cooperates with industry groups, non-governmental organizations, control bodies and public administration to promote a balanced regulatory framework that respects the interests of society, industry and consumers. BAА cooperates with media organizations and communications agencies to achieve, through industrial self-regulation, high ethical standards in advertising and commercial communications. The Association actively supports the professional development of the marketing communications sector by distinguishing and presenting best examples and practices to the professional community.
BAA facilitates the practical training of students by implementing collaborative projects with academic institutions. The Association promotes the development of the investment environment for advertising and communications, and together with media organizations and communication agencies looks for ways to improve the quality and reliability of measurements of media audiences.
About the Bulgarian Association of Communication Agencies (BACA)
The Bulgarian Association of Communication Agencies was established in 1995 as an independent, voluntary public organization. The Bulgarian Association of Communication Agencies has been a full member of the European Association of Communication Agencies (EACA) since 1996, fulfilling all the conditions for membership and bearing all the rights and obligations arising therefrom. The Bulgarian Association of Communication Agencies was established as a branch organization in order to assist the promotion of advertising as an important and indispensable sphere in the modern market economy, to promote the positive image of advertising among the general public and to inform the public in a comprehensive way regarding the overall communication strategy and policy of the organization and its members.
You can see and download the declaration here!
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