The DTSG is comprised of representatives from the entire digital trading ecosystem, including trade bodies: The Association of Online Publishers (AOP), The Internet Advertising Bureau (IAB) UK, The Institute of Practitioners in Advertising (IPA) and ISBA – the voice of British advertisers. In December 2013, the DTSG proposed their Good Practice Principles (the Principles) which JICWEBS (The Joint Industry Committee for Web Standards) approved, as a new set of industry wide standards aimed at minimising the risk of display advertising misplacement.
The Principles set standards for transparency on the availability of CV (Content Verification) tools and the application of schedules relating to appropriate or inappropriate content. The role of ABC UK as an approved Verification Provider will be to independently assess and report on a Signatory’s compliance with the Principles, then issue a Certificate once a company has been successfully verified.
ABC UK’s Verification Service for the DTSG, which will review information about contract terms and policies, procedures and controls relating to the transaction and placement of ads, is a new string to its bow of compliance audits. It draws on years of previous experience, including its work conducted for IASH (Internet Advertising Sales House) - the previous brand safety code of practice for the UK, EDAA (European Interactive Digital Advertising Alliance) - the EU self-regulatory framework for Online Behavioural Advertising, UKOM (United Kingdom Online Measurement) and BARB (Broadcasters Audience Research Board) to name just a few.
A list of companies already showing their support and intent to comply with the Principles can be found at: jicwebs.org
Click here for more information on ABC UK’s Verification Service.
Jerry Wright, ABC UK Chief Executive, said: “We are delighted to be approved by JICWEBS as a Verification Provider, delivering independent verification that demonstrates a company’s compliance with the DTSG Good Practice Principles. ABC UK’s verification service will give our industry confidence about compliance with JICWEBS industry-agreed standards and raise the bar in the important area of brand safety, a key milestone in the evolution of digital display advertising.”
