According to the ABC: The certification process rigorously tested the ability of Content Verification products to block or report, in real time, the serving of an online advertisement onto destinations that have been defined as inappropriate to the advertiser’s campaign.
DoubleVerify’s BrandShield joins the following list of certified Content Verification products:
• The AdSafe Firewall from Integral Ad Science
• Project Sunblock Proxy Mode from ArtsandTV.company Inc
• Emediate SiteScreen from Emediate ApS
• comScore vCE Validation from comScore
Inappropriate content, in this context, refers to any words deemed by the advertiser to be unsuitable for a campaign, including brand conflicting content. As the buying process becomes increasingly automated and trading methods develop, the certification of CV tools to industry standards is seen as a way of bringing greater transparency in the abilities of CV technology.
ABC’s certification programme is based on industry standards approved by JICWEBS. The programme requires testing at regular intervals to ensure that any product updates or changes to the industry standard are accounted for through the certification programme. The standards were developed in direct response to advertisers’ demands for greater confidence in the online trading process and will continue to be refined over time to ensure they reflect ongoing industry needs.
Chris Swarbrick, Head of Programmatic Media at Havas Media, said: "Protecting our clients from inappropriate online content is of utmost importance to us at Havas Media. Working with DoubleVerify for the past few years has allowed us to do this extremely effectively. The fact that they have received certification from the ABC confirms this."
Richard Foan (pictured), Group Executive Director of Communication and Innovation said: “Many advertisers want to take advantage of the benefits of online advertising but want to protect their brand safety online. CV technology has helped to deliver greater reassurance to brand owners. Clarity that CV technology really does reduce the risk for a brand campaign is exactly what advertisers have asked us to deliver.”
About ABC
ABC says: “ABC is governed by the media industry, for the media industry and is the expert at setting data and process standards across multiple platforms. ABC provides a stamp of trust for media buyers, media owners, publishers and digital traders working in existing and emerging platforms.
The ABC Board consists of media owners, media agencies, advertisers and trade body members – with 25 per cent of the Board representing the digital sector. The Board make strategic decisions as to how ABC is run and each industry sector is represented by a Reporting Standards Group.
ABC was established in the UK in 1931 and is a founder member of the International Federation of ABCs (IFABC), of which ABC CEO Jerry Wright is President. ABC’s digital arm was established in 1996 and was united with ABC under one brand with a new identity and integrated structure in March 2011. ABC works to deliver common international standards for measuring digital reach, engagement and loyalty, as well as creating common standards for good practice throughout the industry.”
About DoubleVerify
DoubleVerify says: “DoubleVerify is the world leader in online media transparency, accountability and effectiveness insights. It is the top choice of brand marketers, agencies, advertising networks, demand side platforms, exchanges and digital publishers looking to ensure quality advertising environments, campaign transparency and performance. DoubleVerify validates over 60 billion advertising impressions per month for hundreds of Fortune 500 brands, advertising networks and media platforms. DoubleVerify was conferred the World Economic Forum 2012 Technology Pioneer Award for being one of the most innovative stakeholders in the technology space. Headquartered in New York City, DoubleVerify’s investors include JMI Equity, Institutional Venture Partners, Blumberg Capital, First Round Capital and Genacast Ventures.”
