ABC issues first ever Content Verification certificates
Today, ABC UK is to issue the first ever public certificates of capability to four Content Verification (CV) tools across 10 performance indicators. The certificates provide a new level of transparency in the abilities of CV technology in response to advertisers’ demands for greater confidence in the online trading process.
ABC rigorously tested the ability of Content Verification 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.
Inappropriate content, in this context, refers to any words deemed by the advertiser to be unsuitable for a campaign, including brand conflicting content. As the buying process becomes increasingly automated and trading methods develop, the certification of CV tools to industry standards will deliver advertisers’ needs for transparency.
ABC has today issued certificates for the following Content Verification products:
Alex Tait of American Express commented:
“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. CV products have a lot to offer in terms of safer ad placement, this combined with the independent verification of the technology is vital for the industry as it gives greater transparency and trust in the technology.”
Bob Wootton, Director of Media and Advertising, ISBA commented:
“Safe placement of advertising online is vital for our members which is why ABC's independent verification of CV product capability is such a welcome development. Advertisers need to be reassured that the technology they put their trust in applies principles to minimise the risk of misplacement.”
Richard Foan, Group Executive Director of Communication and Innovation said:
“Advertisers really do want to make the most of digital advertising and that investment will grow quicker as the level of trust grows. Clarity that CV technology really does reduce the risk for a brand campaign is exactly what advertisers have asked us to deliver and our work will continue as our industry evolves.”
In addition ABC is pleased to announce that as of May 30th 2012 Doubleverify. Inc. has committed to ABC's CV verification process. Oren Netzer said: "We are committed to working with ABC and JICWEBS verification standards in the UK, and look forward to beginning the certification process."
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