Companies Advance Brand Safety in the Industry
NEW YORK – Responding to marketers’ call for better brand safety and enhanced transparency online, the Interactive Advertising Bureau (IAB) announced that 16 member companies are the first to commit to comprehensive self-certification against the IAB “Networks & Exchanges Quality Assurance Guidelines.” Released in June of this year, the guidelines are part of a far-reaching industry initiative lead by the IAB to increase buyer control over the placement and context of advertising on ad networks and exchanges. The announcement was made at ClickZ Connected Marketing Week in San Francisco, where the IAB Networks & Exchanges Committee programmed a one-day forum on ad networks and exchanges.
The first 16 IAB member companies that will self-certify in early 2011 are:
24/7 Real Media
Fox Audience Network
Adify
AOL/Advertising.com
ScanScout
AudienceScience
Specific Media
Burst Media
Traffic Marketplace
Casale Media
Tremor Media
ContextWeb, Inc. / ADSDAQ Exchange
Yahoo!
CPX Interactive
ValueClick Media
“We applaud the efforts of these ad networks and exchanges to be the first to commit to the standards and practices covered by ‘Networks & Exchanges Quality Assurance Guidelines,’” said Randall Rothenberg, President and CEO, IAB. “It is no small task to undergo the self-certification process and, once compliant, these organizations will provide marketers the highest level of brand safety. Every agency and marketer should consider compliance with these guidelines as a buying standard and we invite additional ad networks and exchanges to join the program.”
“The IAB Quality Assurance Guidelines demonstrate to marketers and agencies that we put brand safety first,” said Jay Sears, General Manager of ContextWeb, Inc.’s ADSDAQ Exchange, and Co-Chair of the IAB Networks & Exchanges Committee. “These 16 companies that have raised their hand must now engage in a full-scale implementation that will require extensive training and investment—it shows a true commitment to control, transparency and simplifying the buying of digital media.”
“The certification program we designed is a way to provide marketers and agencies a standardized approach that will make buying advertising easier and give increased control over where ads are placed,” said David Jacobs, Senior Vice President, Advertising.com, and Co-Chair of the IAB N&E Ad Certification Working Group. “We anticipate broad adoption of these guidelines by parties participating in the self certification process.”
The rigorous self-certification process requires the participating companies to:
Attend IAB training sessions developed to guide compliance officers through the proper implementations of the guidelines
Conduct quarterly internal audits to test compliance with the guidelines
Submit forms to the IAB from both the compliance officer and business unit leader attesting to adherence to the guidelines
“Networks & Exchanges Quality Assurance Guidelines” can be found on the IAB website at: http://www.iab.net/ne_guidelines.
About the IAB’s Networks & Exchanges Committee:
The IAB Networks and Exchanges Committee is comprised of senior leaders of ad networks and ad exchanges that are general member companies. The committee is dedicated to furthering the interests of ad networks and ad exchanges in today’s complex ad marketplace. Committee objectives are to foster the highest standards of professionalism and accountability in relationships with publishers, advertisers and the agency community, to develop programs that enable revenue growth, and to create best practices that protect consumers and the industry. A full list of Committee member companies can be found at: http://www.iab.net/networks_and_exchanges_committee.
About the IAB:
The Interactive Advertising Bureau (IAB) is comprised of more than 460 leading media and technology companies who are responsible for selling 86% of online advertising in the United States. On behalf of its members, the IAB is dedicated to the growth of the interactive advertising marketplace, of interactive’s share of total marketing spend, and of its members’ share of total marketing spend. The IAB educates marketers, agencies, media companies and the wider business community about the value of interactive advertising. Working with its member companies, the IAB evaluates and recommends standards and practices and fields critical research on interactive advertising. Founded in 1996, the IAB is headquartered in New York City with a Public Policy office in Washington, D.C. For more information, please visit www.iab.net.
