Adap.tv, Advertising.com and Adlearn Open Platform achieve DTSG seal of compliance
AOL Platforms, a division of AOL, has added its weight to the industry drive to ensure brand safety for online advertisers. The ad placement policies and processes of Adap.tv, Advertising.com and Adlearn Open Platform (AOL’s DSP) have been verified by independent industry auditor ABC resulting in the award of the JICWEBS Digital Trading Standards Group (DTSG) seal of compliance.
The DTSG Good Practice Principles aim to inject greater transparency into the UK digital display market to reassure brands that their advertising is more likely to reach the right audience and is not associated with content that could jeopardise their reputation. They supersede the IPA-ISBA Brand Safety Initiative.
Graham Moysey, Head of International, AOL, explains: “Brand safety and bringing greater transparency and accountancy to ad buyers and sellers lies at the heart of what we do. We continually look for opportunities to drive up standards, for example with the launch earlier this year of the Adap.tv Advertising Assurance technology that addresses the issues of fraud, viewability and placement accuracy. The DTSG seal of compliance is further proof of our commitment to this core area.”
As a JICWEBS approved Verification Provider, ABC supplies the online media industry with a trusted and robust currency on which media space can be bought and sold. Jerry Wright, ABC Chief Executive, said: “We are delighted to have verified the brand safety policies and practices of Advertising.com, Adlearn Open Platform and Adap.tv. 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.”
About AOL Platforms
AOL Platforms enables the world’s top marketers and media brands to reach consumers across desktop, mobile, tablet and TVs with impact through premium experiences, programmatic buying and performance driven campaigns. It is the global partner of choice for leading publishers, advertisers and agencies seeking to maximize the value of their brands online.
ABC inspires confidence in the market across the media world by delivering a valued ‘stamp of trust’. ABC underpins the way billions of pounds worth of advertising budgets are traded across the converging media landscape in the UK and beyond. It has two roles:
To bring the industry together to agree standards that define media measurement and determine best practice.
To offer independent audit and compliance services, delivering certification which verifies that data and processes meet the industry-agreed Reporting Standards.
ABC is governed by the industry, for the industry. ABC’s board consists of advertisers, media agencies, media owners and trade bodies. They represent the differing interests of the media industry and meet regularly to agree new standards and make strategic decisions as to how ABC is run. With Board consensus, ABC has the ability to provide certification for any platform. As advertising platforms develop, ABC continually innovates and evolves to ensure its portfolio of products and services delivers to the media industry’s needs.
ABC was established in 1931 and is a founder member of the International Federation of ABC (IFABC), of which ABC CEO, Jerry Wright, is president. Richard Foan, Group Executive Director of Communication & Innovation, ABC, also chairs the IFABC Web Standards Group, which works to deliver global standards and establish digital good practice across the world.
JICWEBS (www.jicwebs.org) is the Joint Industry Committee for Web Standards. This industry‐owned organisation meets 4 times a year to ensure independent development and ownership of standards for underpinning online ad trading. This provides credibility, comparability and transparency, which is particularly important for advertisers who then have a universally recognised set of principles to work with. ABC audits digital media and systems to these industry‐agreed standards and verifies that the principles have been applied.
Representatives on JICWEBS encompass all areas of the digital industry including advertisers, agencies, media owners and technology providers from the following trade bodies: IPA, IPA digital, ISBA, AOP, IAB, NS, NPA.
Many of the JICWEBS standard definitions have been adopted by all IFABC (International Federation of Audit Bureaux of Circulations, www.ifabc.org) members. The IFABC World Wide Web Standards Group reviews these global metrics every year to make sure they remain relevant to the people spending money on online advertising
For more information please visit: www.jicwebs.org
About the Digital Trading Standards Group (DTSG)
The DTSG comprises representatives from the following sectors of the digital display trading ecosystem: advertisers, agencies, agency trading desks (ATDs), demand side platforms (DSPs), advertising networks, sales houses, advertising exchanges, supply side platforms (SSPs) and publishers.