Brand safety improves as 28 ad businesses recognised for combating online ad misplacement

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As brand safety becomes ever more of an issue it has been revealed this week that 28 ad businesses have now been awarded seals confirming that they are working hard to minimise online ad misplacement.

It follows the launch of the Digital Trading Standards Group (DTSG) Good Practice Principles, which were published in December 2013 and which outline six commitments for those involved in buying, selling or facilitating digital display advertising in order to significantly reduce the risk of display advertising misplacement. All companies receiving the seals have had their compliance with the principles independently verified.  

The seals have been awarded by JICWEBS – the UK’s Joint Industry Committee for Web Standards and the industry body that defines and facilitates good practise and standards for digital ad trading – particularly around brand safety, ad viewability and anti-fraud measures.

More to come

As well as the 28 businesses that have been awarded seals a further 13 are progressing towards accreditation, according to this week’s Progress Report on Minimising the risk of digital display advertising misplacement from JICWEBS.

The first seals for brand safety online were awarded last May when nine companies were recognised for their work in meeting industry agreed standards to reduce the risks of ads being served next to inappropriate or illegal content online. These initial pioneers included Crimtan, Tubemogul Inc, Exponential Interactive, Vibrant Media, Quantcast, Specific Media, IgnitionOne, Unruly and AD2ONE.

Guy Phillipson, CEO of the IAB UK, said initial progress was encouraging. "Facilitated by JICWEBS, the UK digital advertising industry has made good progress in delivering cross-industry good practice, making transparency and increased trust in the supply chain a reality," he said. "Today’s report shows the ongoing success of the DTSG in improving brand safety online, including minimising the risk of advertising misplacement."

JICWEBS will provide its next market update on progress in April. 

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