It has been a great pleasure to work with the IAB and DMA teams and the Search Engine Marketing Council to create the SEARCH MARKETING CHARTER. You can read more about it here: http://www.iabuk.net/en/1/searchmarketingcharter.html
Why has the search marketing charter been created?
The search marketing industry has been growing exponentially over the last few years to become the largest medium for advertising spend online and a platform in its own right – but this doesn’t compensate for the fact it is still a very new medium. Advertisers new to search marketing have often expressed to members of the Search Council that they are overwhelmed by the choice of search engine marketing companies available and unsure of the quality of their services. Beginning with this launch phase, the charter will build criteria of best practice to promote SEMCo’s adhering to industry established guidelines and to help build advertiser and agency confidence in the medium.
As trade body, the IAB became aware at the end of last year that a lot of companies were entering the search marketing field, and others were asking how to choose a supplier from them. IAB asked its members if they wanted the existing Search Council to set guidelines and standards for search marketing companies and they agreed. It’s taken six months to develop the charter with the key trade bodies and other stakeholders.
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