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JICWEBS takes new steps to combat online ad issues

JICWEBS – the industry owned independent body that defines best practice and standards for online ad trading in the UK – has undergone a number of changes in its drive to tackle the rising threats of online ad fraud and brand safety.

Author: News Desk

Posted on: 05 July 2017 07:32

JICWEBS takes new steps to combat online ad issues

Richard Foan: "Tackling the issues facing digital advertising requires dedicated resource and full-time attention."

JICWEBS is changing from a part-time entity into a full-time operating limited company and, after 33 years, Richard Foan is leaving the media certification company, ABC, to focus on JICWEBS Ltd in a new role as executive chairman. Foan has been involved with JICWEBS since its inception.

Former Microsoft executive, Susan Hansford, joins as senior business development manager. Hansford is responsible for supporting companies to sign up to the certification process for JICWEBS’ anti-fraud, brand safety and viewability initiatives. Currently, 37 companies have been certified through independent audit with a further 23 having signed up to undergo the process.

All this has been enabled by the four key trade bodies, the owners of JICWEBS; the AOP (Association of Online Publishers), the IAB (Internet Advertising Bureau UK), the Incorporated Society of British Advertisers (ISBA) and the IPA (Institute of Practitioners in Advertising).

“JICWEBS is committed to supporting trusted digital ad trading for all parties,” said Foan. “Although we’ve already established a strong base, tackling the issues facing digital advertising requires dedicated resource and full-time attention, which is now feasible with the extra investment and support of the key trade bodies and subscribers.”

JICWEBS’ recently partnered with the US-based Trustworthy Accountability Group (TAG) to help clean up the advertising supply chain.

Today (Wed 5th), JICWEBS is hosting a town hall on “Building trust in digital advertising” to debate these issues and share what’s being doing to address them.

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