IPA welcomes latest developments regarding brand safety and ad fraud

The IPA has welcomed the latest developments from JICWEBS tackling brand safety and fraud.

  • The last month has been the most prolific ever in terms of the number of certificates awarded for Brand Safety. 11 were awarded: to Teads, Media IQ, YuMe, Amnet, Pulsepoint, Fifty Media, Encore, Avocet, Sovrn, IOTEC and Clearstream. They join 35 other companies who’ve successfully been reviewed against the Good Practice principles for protecting where brand’s online ads appear.
  • Quantcast and IOTEC became the 5th and 6th companies to receive certification against the Good Practice Principles to reduce the risk of ad fraud. They join RadiumOne, Affectv, Unruly and MediaIQ.

Says Nigel Gwilliam, Consultant Head of Media and Emerging Tech, IPA: “Our agencies take brand safety incredibly seriously, so we’re very pleased to see that more suppliers are stepping up to have their brand safety polices and processes independently verified. Notable exceptions remain and we look forward to them stepping up to adhere to industry standards for brand safety."

Bethan Crockett, Brand Safety and Digital Risk Director at GroupM EMEA, said: “GroupM UK welcomes increasing participation in both JICWEBS Brand Safety and Fraud Protection Best Practice Principles Certification. It is critical for our clients to know proactive steps are being taken to protect digital supply chain integrity.”

Says Richard Foan, JICWEBS chair,: “This recent surge in independently audited certifications for brand safety and anti-fraud shows that the increased levels of trust and transparency that buyers demand are being injected into the digital ad trading supply chain. It also gives buyers a wider array of partners to choose from when considering who is more likely to protect their investment in digital."

Last updated 21 January 2022