AD2ONE, the UK’s largest independent digital advertising sales house, has announced that it is the first business to take the pioneering step of independent verification of their brand safety policies under a new joint initiative led by the IPA and ISBA.
The new initiative is designed to help protect advertisers from the reputational damage which can arise from advertising associated with inappropriate content.
The IPA’s members handle over 90% of online display media buying in the UK, and ISBA represents the interests of over 400 leading UK advertisers. Following the dramatic evolution in the digital advertising market in recent years, the IPA and ISBA set up the new Brand Safety Initiative with a new set of guidelines to replace industry predecessor IASH, which ceased certification in 2011.
The Brand Safety Initiative means that suppliers and facilitators of online advertising have had their ad misplacement minimisation policies independently verified by ABC. (www.abc.org.uk/VerifyingProcesses).
Nigel Gwilliam, Head of Digital at the IPA, said: “We would like to congratulate AD2ONE for showing real leadership, being the first business to have their policies verified under the auspices of our important new initiative. Online media suppliers have to fight against online ad misplacement in order to present themselves as a credible media solution for reputable advertisers and I hope AD2ONE’s commitment to this initiative will act to encourage other suppliers to step up to the plate.”
Grant Allaway, Group Managing Director at AD2ONE, said: “Our commitment and involvement in this new initiative is incredibly important. We are passionate about digital advertising, and committed to ensuring the safety of the brands we represent – both the publishers and advertisers. This initiative is a tangible, workable and constructive response to the issue of brands’ advertising appearing in trusted environments.”