Login

Thanks! Your message has been sent.

Please log in

Please enter your login details

Log in

Not got a login? Sign up here

  1. Home
  2.   Products & Services
  3.   Brand Safety

Brand Safety

Digital Trading Standards Group (DTSG)

The Digital Trading Standards Group (DTSG) is a UK group comprising representatives of the entire digital display advertising market.

In December 2013 JICWEBS, the joint industry committee that sets digital measurement and reporting standards, approved the DTSG’s proposed ‘UK Good Practice Principles for the Trading of Digital Display Advertising’ and ABC were approved as the first independent Verification Provider for these Principles.

A list of businesses that have been issued the DTSG seal with ABC as their Verification Provider is available to view here. To find out more information about the Good Practice Principles and our independent verification service please click here

IPA/ISBA Questionnaire

In March 2013 the IPA, supported by ISBA, issued an online brand safety questionnaire to their member’s suppliers and facilitators. Within the questionnaire it asked whether they would be willing to have their answers independently verified by ABC.

The organisations that have had their answers verified by ABC are AD2ONE, Exponential Interactive, IgnitionOne, MediaIQQuantcast, RadiumOneSay Media, Specific Media, Tubemogul, Unruly and Vibrant Media.

Organisations that successfully complete verification against the IPA/ISBA brand safety questionnaire qualify for the new DTSG brand safety scheme and can be awarded the new DTSG seal by JICWEBS subject to becoming a Signatory (see above).

Content Verification (CV)

CV products block or report, in real time, the serving of online advertising onto destinations that have been defined as inappropriate to the campaign. We have released certificates verifying the capability of five CV products across ten performance indicators as defined by JICWEBS. Find out more here.

For further information on any of the above please contact: enquiries@abc.org.uk


As online display advertising becomes increasingly automated, we must ensure our clients’ brands appear on appropriate websites. Content verification products have a lot to offer in this area and ABC’s independent certification provides the transparency needed to grow trust in this technology.

Justin Taylor, MD, MEC

MEC logo