ABC launches report examining content verification tools for online ads

ABC has launched the latest edition of its Content Verification (CV) Certification report, designed to provide unbiased results on the ability of tools to block or report online ads "defined as inappropriate to a campaign".

This is especially important given the increased risks for brands advertising online thanks to the growth of programmatic advertising.

Content verification remains a key focus for buyers and sellers in today's quickly evolving digital ecosystem

The report uses controlled tests by ABC to check the capabilities of content verification tools to do a number of functions and are measured across 10 principles that have been agreed by the UK media industry through JICWEBS (the Joint Industry Committee for Web Standards).

These include their ability to block advertising based on page content, block advertising based on URLs, register changes in page content, URLs or campaign instructions and perform in certain ad delivery scenarios.

Three tools

This year’s report measures the performance of three tools – ComScore’s vCE Validation; DoubleVerify’s DV Digital IQ – Real Time Ad Blocking and Integral Science’s AdSafe Firewall.

Richard Foan, ABC group executive director of communication and innovation, said, “As the use of automated ad trading processes has grown, so has the need to reduce the risk of ad misplacement. We are pleased to issue our new, redesigned CV report to bring further transparency to the marketplace. The report gives practitioners the knowledge they need to support their decisions based on industry-agreed principles.”

“Content verification remains a key focus for buyers and sellers in today's quickly evolving digital ecosystem, and Integral Ad Science is committed to providing an industry accredited tool to online advertisers, platforms and sellers to help them better manage inventory,” said Phillip Hayman, head of sales engineering EMEA at Integral Ad Science.

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