The Australian Digital Advertising Practices are a new initiative from three industry bodies (the IAB, MFA and AANA) coordinating a working group of advertisers, media agencies and publishers. The aim is to restore trust and increase credibility across all parties involved in digital advertising. The practices include five key areas: digital transparency; viewability; brand safety; ad fraud; and data transparency. IAB’s Gai Le Roy talks to MFA CEO Sophie Madden and AANA CEO John Broome, about key aspects of the practices, why they were developed and what they seek to achieve.