IAB to benchmark best practices in China

The trade body will be run by Stephan Chabanel, the general manager of Blue Interactive Beijing, with a launch slated for Chinese New Year (18 February 2007).

IAB China will focus on rolling out international rules and standards for digital marketing, such as pricing and ad format sizes.

However, because it is a media association, the body is not permitted to have formal ties with the IAB headquarters in the US. This will require the IAB China's branding to differ from other IAB global chapters.

"We still have a lot of red tape to get through before we get off the ground," said Chabanel. "But the Chinese Government has been very receptive to the idea, as they are keen to impose more rules and regulations on the market."

Google, Baidu, Tencent and CNET have approved the proposed IAB charter and structure in principle, although they have not yet signed up as fully-fledged members.

Chabanel said that, while they have not yet been formally contacted, the IAB China is keen to work with the Asian Digital Marketing Association and the Chinese Direct Marketing Association.

"This is the right time to launch — the Chinese market is fast catching up with the rest of the world," added Chabanel.

Although online advertising spend in China is still low, it is predicted to grow 50 per cent, from US$731 million this year to $1.79 billion in 2008, according to Deutsche Bank.

There are now IABs in Singapore, Australia, New Zealand and Japan and China, bringing the total to 30 chapters worldwide.