The kitemarks have been awarded by the UK’s Joint Industry Committee for Web Standards (JICWEBS) – the independent body that defines best practice and standards for online ad trading.
The companies receiving the kitemark have all had their advertising misplacement policies and processes reviewed by an independent third party. Alongside the nine kitemarks issued today a further seven organisations have committed to undergo independent verification within six months.
As the ad buying process shifts towards using automated decision-making, advertisers and agencies have placed increased focus on ensuring that their online reputation is maintained by ensuring that their adverts don’t appear against inappropriate content. The issue of the kitemark is the culmination of an unprecedented level of cross industry collaboration through the Digital Trading Standards Group (DTSG) to deliver a set of straightforward and workable best practice principles which meets the needs of all sides of the industry, says JICWEBS.
Andy Muddimer, Santander’s Head of Digital, said: “Misplaced advertising is an issue that affects the whole online industry. In proactively working together we will foster trust and continue to see online ad spend grow. We encourage market take-up of the DTSG's good practice.”
David Ellison, ISBA Marketing Services Manager, said: “We recommend our members use intermediaries that have been kitemark accredited, as it will provide them with much-needed reassurances over online brand safety.”
Richard Foan, JICWEBS facilitator said: “It has always been JICWEBS ambition to deliver an inclusive set of best practice principles. In this increasingly complex global market, which operates at scale, the industry needs signs about transparency and trust - which the kitemark delivers.”
The kitemarks have been issued to: Crimtan, Tubemogul Inc, Exponential Interactive, Vibrant Media, Quantcast, Specific Media, IgnitionOne, Unruly, AD2ONE
The following companies are registered with JICWEBS and are committed to independent verification within six months: Pulsepoint, byyd Tech, Microsoft Advertising, Yahoo UK, Adaptv, AmnetUK, Advertising.com
About JICWEBS
JICWEBS is the UK's Joint Industry Committee for Web Standards and is made up of the following trade bodies: Association of Online Publishers (AOP), Internet Advertising Bureau (IAB) UK, Newspaper Society, Newspapers Publishers Association, ISBA – the voice of British advertisers and the Institute of Practitioners in Advertising (IPA).
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.
