ABC delivers Content Verification certificate

Today, ABC has issued Project Sunblock with a Content Verification (CV) certificate. The certificate provides transparency on the capability of Project Sunblock's CV product. This gives advertisers and agencies greater confidence in brand safety online and facilitates the trading process.

In the UK online advertising market alone, 7.78 billion display advertising impressions are served alongside brand-damaging content each year. Project Sunblock's CV technology protects advertisers against negative online ad placement and reads web pages in real-time to determine whether it would be appropriate for clients to appear alongside that particular content. Its ability to drive real-time page recognition and respond to minute-to-minute changes in website content makes Project Sunblock's tool the UK's fastest CV product for responding to inappropriate content.

Andrew Goode, COO, Project Sunblock, comments: When it comes to online brand safety, speed and accuracy are very much of the essence. That's why we're committed to giving our customers access to the UK's fastest page recognition platform and we're exceptionally pleased to have that recognised by ABC's certificate today.

Today's announcement adds to increasing industry recognition around the issue of online brand safety, bringing much needed attention to the issues faced by advertisers who purchase digital ads through automated buying cycles. CV technology is the first line of defence for thousands of advertisers who're taking proactive management of their ad placement in order to protect their brands in the digital realm, whilst benefitting from the increased scale and performance offered by digital display advertising.

Jerry Wright, ABC, Chief Executive comments: Congratulations to Project Sunblock for completing their Content Verification (CV) technology testing. Their ABC certificate clearly shows how their product performs against the industry-agreed JICWEBS principles for CV tools in the area of brand safety online. This will provide the transparency and reassurance advertisers need to invest further in online media.

LINK:	http://www.abc.org.uk/-News-And-Views-/News/ABC-delivers-Content-Verif...
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