ISBA Updates Media Services Framework to Tackle ‘Tension’ Over Proprietary Media

ISBA has released its Media Services Framework 2025, aiming to address agency non-compliance in proprietary media. 

The 2025 update focuses on proprietary media terms to ensure agencies “adhere to their contractual obligations” and improve transparency in their operations.

The latest framework is an evolution of the 2021 version.

The update is a result of consultations with agencies, advertisers, auditors and intermediaries, including mediasense.

Mary Rash, Head of Compliance at mediasense comments:

“mediasense is proud to have contributed once again to the development of IBSA’s new Media Services Framework Agreement, a significant step in addressing key industry concerns such as governance over inventory use and proprietary media. As Agency Holding Companies increasingly focus on proprietary media solutions, this agreement represents an important evolution for clients and their agency partners in aligning their interests while strengthening transparency, accountability, and governance.”

Proprietary Media is explored further in our guide, Proprietary Media – Best Practice for Advertisers. To download your copy please complete this form.

Press Coverage: Campaign | Marketing Beat | Little Black Book