Viant Awarded Verification for Online Brand Safety by ABC

London – Viant UK Ltd., a Time Inc. people-based advertising technology company, announced that it has once again been verified to the JICWEBS Digital Trading Standards Group (DTSG) Good Practice Principles by independent industry auditor ABC.

The aim of the Good Practice Principles is to inject greater transparency into the UK digital display market, ultimately giving brands greater reassurance that their advertising is reaching the right audience and is not associated with content that could jeopardise brand reputation.

Viant has been awarded the verification as a result of the stringent brand safety principles and measures it has in place. All sites are vetted manually by Viant’s media buying team before being added as a publisher and sites that display inappropriate content are blacklisted. Viant also partners with Integral Ad Science for brand safety, viewability, fraud prevention and overall ad traffic quality verification to further protect brands and publishers. In addition to this, by using real, first-party data from actual people, rather than relying on cookies, Viant’s people-based marketing approach means brands reach real individuals and not proxies or bots.

Viant’s people-based marketing approach also allows marketers to directly measure their ad campaign’s impact on sales, both online and offline, all the way down to the customer level. This level of transparency is helping brands see the impact online advertising is having on their bottom line and ensures their budget isn’t wasted on fraudulent ads.

By renewing its DTSG seal Viant has demonstrated its continued commitment to transparency and helping the industry work towards greater online brand safety.

Toby Benjamin, VP Platform Partnerships at Viant, said; “It’s fantastic to see our commitment to transparency and brand safety once again recognised by ABC. Brands and advertisers should always know where their ads are placed and who they are being viewed by – by targeting real individuals with our vast database of registered users, our people-based approach gives marketers the confidence that ads are reaching real people, every time.”

Simon Redlich, ABC Chief Executive (Interim), said: “We are delighted to have verified Viant as compliant with JICWEBS Digital Trading Standards Group Good Practice Principles. 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.”

For more information on ABC UK’s Verification Service please go to:

About Viant

Viant Technology LLC is a premier people-based advertising technology company, enabling marketers to plan, execute, and measure their digital media investments through a cloud-based platform. Built on a foundation of people instead of cookies, the Viant Advertising Cloud®provides marketers with access to over 1.2 billion registered users, one of the largest registered user databases in the world, infusing accuracy, reach, and accountability into cross device advertising. Founded in 1999, Viant owns and operates Adelphic and Myspace and is a member of the Xumo joint venture. In 2016, Viant became a subsidiary of Time Inc. (NYSE:TIME), one of the world’s leading media companies with over 100 influential brands including People, Sports Illustrated, Fortune, and Time.

About ABC

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:

  1. To bring the industry together to agree standards that define media measurement and determine best practice.
  2. 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 UK was established in 1931 and is a founder member of the International Federation of ABC (IFABC).  Richard Foan, Group Executive Director of Communication & Innovation, ABC UK, also chairs the IFABC Web Standards Group, which works to deliver global standards and establish digital good practice across the world.


JICWEBS 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, 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

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.