ABC’s Content Verification programme rigorously tests the ability of 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, says the ABC. Inappropriate content, in this context, refers to any words deemed by the advertiser to be unsuitable for a campaign, including brand conflicting content.
"ABC certification is important as it provides Integral with independent industry acknowledgement that our technology delivers on its promise to detect and prevent ads from appearing in harmful or dangerous environments," said David Hahn, SVP, product management, Integral Ad Science. "We are pleased with our performance related to these abilities, and we are honoured to be recognised for a second year in a row by ABC for our commitment to media quality and brand safety."
Richard Foan, Group Executive Director of Communication and Innovation at ABC commented, “Congratulations to Integral Ad Science for another impressive performance of their AdSafe Firewall content verification product. Integral’s ongoing commitment to delivering transparency and reassurance to brand owners is helping drive growth in brand safe online advertising.”
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.
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 Integral Ad Science (formerly AdSafe Media)
Integral Ad Science says: “In November 2012, leading brand safety and viewability pioneer AdSafe Media rebranded to Integral Ad Science to reflect expanded capabilities and a broader focus on media quality. Integral Ad Science is a media valuation platform. It is the only platform that evaluates the media environment and establishes a TRAQ Score (TRue Advertising Quality). This holistic measure of media quality, encompassing safety, viewability, suspicious activity detection, professionalism, ad clutter detection and other key metrics, supports advertisers’ ability to plan, execute and target their audience in an environment that associates their brand with quality and drives ROI. Integral is headquartered in New York with operations in San Francisco, London, Tokyo and Sydney.”
