About ADAA

A group of leading business and industry associations in the online advertising sector in Australia called the Australian Digital Advertising Alliance (ADAA) has endorsed and formulated guidelines for The Australian Guideline for Third-Party Online Behavioural Advertising (the Guideline).

The Founding Members Of ADAA Are As follows

  • The Australian Association of National Advertisers (AANA)
  • The Australian Direct Marketing Association (ADMA)
  • The Australian Interactive Media Industry Association (AIMIA)
  • The Communications Council (TCC)
  • The Australian Interactive Advertising Bureau (IAB)
  • The Media Federation of Australia (MFA)
  • The Internet Industry Association (IIA)
  • Google
  • Microsoft
  • NineMSN
  • Telstra Advertising Network
  • Network Ten Digital
  • Yahoo7

Guideline Signatories

These significant industry participants have confirmed their support for the Guideline and that they will comply with the obligations that it imposes by becoming signatories.

To allow industry participants sufficient time to comply from the time they join,  a six-month implementation period has been provided. Although some new signatories inevitably exceed certain obligations, there are some that meet all of or at least the majority of them already. 

The Companies That Are Signatories To The Guideline Are Listed Below

  • Radium One
  • Amobee
  • Fairfax Digital
  • Google
  • Microsoft
  • News Corp Australia
  • NineMSN
  • Mi9
  • REA
  • Telstra Advertising Network
  • Network Ten Digital
  • Eyeota
  • Adobe
  • Xaxis
  • Carsales Network
  • Yahoo7

Average reviews of the guidelines have been conducted every four years since their inception in 2011 and the initial review held in 2015.

Implementing a comprehensive self-regulatory scheme has been a top priority for the country and The Australian Best Practice Guideline for Online Behavioural Advertising is an important step in improving overall performance. 

You can email your thoughts, comments, suggestions and feedback to The Australian Digital Advertising Alliance. They value contributions from the public and appreciate accurate feedback on the Guideline in order to improve services and policies. 

Dale Williams