ABC delivers Online Brand Safety Verification

ABC, the industry-owned auditor for the media industry has today issued the first list of verified DTSG signatories.

Crimtan

Tubemogul, Inc

Exponential Interactive

Vibrant Media

Quantcast

Specific Media

IgnitionOne

Unruly

AD2ONE

This follows ABC's approval by JICWEBS as an official Verification Provider for its Digital Trading Standards Group (DTSG) Good Practice Principles in January 2014. The organisations listed are now eligible to use the JICWEBS DTSG Brand Safety kitemark demonstrating to the market that their advertising misplacement policies and processes have been tested to industry agreed standards.

ABC's Verification Service reviews information about contract terms and policies as well as procedures and controls relating to the transaction and placement of ads to reduce the risk of misplacement. The aim of the DTSG Good Practice Principles is to inject greater transparency into the UK digital display market, ultimately giving brands more information to reduce the risk of ad misplacement and ensure that their advertising is less likely to be associated with content that could jeopardise the brand.

The DTSG comprises representatives from the entire digital trading ecosystem, including trade bodies: The Association of Online Publishers (AOP), The Internet Advertising Bureau (IAB) UK, The Institute of Practitioners in Advertising (IPA) and ISBA - the voice of British advertisers. In December 2013, the DTSG proposed their Good Practice Principles (the Principles), which JICWEBS approved, as a new set of industry wide standards aimed at reducing the risk of display advertising misplacement.

For more information on ABC's Verification Service please go to: www.abc.org.uk/dtsg.

Jerry Wright, ABC UK Chief Executive, said: Advertisers and agencies are looking for transparency and trust when making decisions about online advertising. ABC's verification service gives our industry confidence about compliance with JICWEBS industry-agreed standards and raises the bar in the important area of brand safety, a key milestone in the evolution of digital display advertising.

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