The Internet Advertising Bureau (IAB) and the Direct Marketing Association (DMA) have joined forces to launch a search marketing charter in the UK. The charter is a joint effort by the industry bodies to educate marketers about search marketing, currently estimated to comprise 58 per cent of all online advertising expenditure in the UK.
The guidelines mark the first time that the IAB and the DMA have collaborated on search standards in the UK, and aim to establish best practices throughout the industry.
"We created the charter to help clients identify reliable suppliers that know, understand and demonstrate best practice within this fast moving industry, " said David White, chairman of the IAB search council.
