ABC has today released its latest Content Verification (CV) Summary Report for the period April 2015 to September 2015. This report is a continuation of ABC’s Certification programme, which is designed to independently certify CV products, providing insight into their capability to block or report ad misplacement.
JICWEBS (the Joint Industry Committee for Web Standards) recognise the need to protect the reputation of brands, especially with the increase in automated online display advertising. CV products play a vital role in trying to deliver this protection by helping to ensure ads appear appropriately according to the client’s specified criteria. This is why the Digital Trading Standards Group (DTSG), the industry body created to reduce ad misplacement online, has incorporated the use of certified CV Products into its UK Good Practice Principles for the Trading of Digital Display Advertising.
ABC tests the capability of CV products through its independent testing and certification against 10 key principles as agreed by JICWEBS. The results of ABC’s tests are published through certificates issued to each product and via the summary report released every six months.
CV products must be tested at least once a year to maintain their certified status. For the latest period (April 2015 to September 2015), all three companies (comScore, DoubleVerify Ltd and Integral Ad Science) declared no changes to their products since the last period (October 2014 to March 2015) and therefore the capability of their products remain as previously certified here.
ABC’s CV Certification provides a higher level of confidence in the online trading process for advertisers and buyers. Through gaining ABC certification, these CV products are stating their continued commitment to transparency and helping the industry to reduce the risk of ad misplacement.