Brand safety online
The Digital Trading Standards Group (DTSG) was set up in 2012 at the request of the industry to bring the industry together to propose guidelines aimed at significantly reducing the risk of misplacement of advertising across the digital trading ecosystem.
17th December 2013: JICWEBS approve UK Good Practice Principles
The Good Practice principles drafted by the DTSG have been reviewed and approved by JICWEBS. The intention of the principles is:
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Significantly reduce the risk of misplacement of display advertising on digital media properties.
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Uphold brand safety.
- Prorect the integrity of digital advertising.
Businesses signed up to the Good Practice Principles commit to have their ad misplacement minimisation policies independently verified by a JICWEBS approved provider.
The growing trend for Real Time Bidding and what this means for brand safety
Bob Wootton, director of media & advertising at ISBA, says advertisers need real-time trading to be accompanied by an effective code of conduct, underpinned by an independent stamp of trust, to unlock the full potential that the technology offers...
The latest IAB Online Adspend study showed that the online market grew by £244 million in the first half of 2011 compared to the same period in 2010.
Looking forward, forecasts point to spending on online continuing to rise - and these campaigns are increasingly being delivered on a real-time basis. But as with all buying decisions there are trade-offs - in this case it's the balance between real-time focused targeting and the related safe placement of advertising.
Support for brand safety online good practice principles
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"Brand safety is key. We are looking for transparency and accountability when making decisions about online advertising. The new DTSG principles are fundamental to the development of trusted online advertising."
Michelle Kent, Head of Digital at Santander"Protecting the reputation of any brand is critical. As online advertising becomes increasingly automated, we need to be secure in the knowledge adverts are reaching appropriate destinations..."
Alex Tait, Director, American Express & Chair of ISBA Digital Action Group
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