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Today, IgnitionOne has been issued the JICWEBS Digital Trading Standards Group (DTSG) Good Practice Principles kitemark following verification of its brand safety policies and practices by independent industry auditor ABC.
The aim of the Good Practice Principles is to inject greater transparency into the UK digital display market, ultimately giving brands greater reassurance that their advertising is more likely to reach the right audience and is not associated with content that could jeopardise brand reputation.
The DTSG Good Practice Principles will supersede the IPA-ISBA Brand Safety Initiative, which IgnitionOne was verified under in October 2013, the second online advertising technology to receive the kitemark. IgnitionOne also received its European Interactive Digital Advertising Alliance (EDAA) Trust Seal in January this year.
As a JICWEBS approved Verification Provider, ABC supplies the online media industry with a trusted and robust currency on which media space can be bought and sold. For more information on ABC UK’s Verification Service please go to: www.abc.org.uk/dtsg.
Simon Haynes, UK Managing Director at IgnitionOne comments:
"IgnitionOne has time and time again proved its commitment to brand safety. We have been vocal in the industry about providing transparency to brands as to where their online advertising is shown. We believe in the strength of our product and our partners see us a safe pair of hands when it comes to delivering their advertising campaign online.”
“Jerry Wright, ABC Chief Executive, said: “We are delighted to have verified IgnitionOne brand safety policies and practices. ABC’s verification service gives our industry confidence about compliance with JICWEBS industry-agreed standards and raises the bar in the important area of brand safety, a key milestone in the evolution of digital display advertising.”
IgnitionOne® is a global leader in cloud-based digital marketing technology providing a world-class proprietary platform and expert services to improve digital marketing performance. IgnitionOne’s integrated Digital Marketing SuiteSM (DMS) empowers marketers to centralise, manage and optimise digital media across Search, Display, Social and Mobile, and understand cross channel attribution, while helping to optimise conversions on a marketer’s website through Marketing Automation. At the core of the DMS is the proprietary Engagement Scoring Algorithm which determines the value of a user in order to automate the delivery of the right message, at the right time, at the right cost, to a marketer’s users on and off their website.
IgnitionOne currently scores over 300 million users monthly in 55 countries and powers more than £18 billion in revenue each year for leading brands, including General Motors, Centre Parcs, UNICEF UK, IHG and Fiat, as well as advertising agencies such as 360i, GroupM and iProspect.
ABC inspires confidence in the market across the media world by delivering a valued ‘stamp of trust’.
ABC underpins the way billions of pounds worth of advertising budgets are traded across the converging media landscape in the UK and beyond. It has two roles:
1. To bring the industry together to agree standards that define media measurement and determine best practice.
2. To offer independent audit and compliance services, delivering certification which verifies that data and processes meet the industry-agreed Reporting Standards.
ABC is governed by the industry, for the industry. ABC’s board consists of advertisers, media agencies, media owners and trade bodies. They represent the differing interests of the media industry and meet regularly to agree new standards and make strategic decisions as to how ABC is run. With Board consensus, ABC has the ability to provide certification for any platform. As advertising platforms develop, ABC continually innovates and evolves to ensure its portfolio of products and services delivers to the media industry’s needs.
ABC UK was established in 1931 and is a founder member of the International Federation of ABC (IFABC), of which ABC UK CEO, Jerry Wright, is president. Richard Foan, Group Executive Director of Communication & Innovation, ABC UK, also chairs the IFABC Web Standards Group, which works to deliver global standards and establish digital good practice across the world.
For further information please visit www.abc.org.uk or contact David Cohen or Isabel Napier-Wilson at Eulogy! on 0203 077 2000/ email@example.com
JICWEBS www.jicwebs.org is the Joint Industry Committee for Web Standards. This industry‐owned organisation meets 4 times a year to ensure independent development and ownership of standards for underpinning online ad trading. This provides credibility, comparability and transparency, which is particularly important for advertisers who then have a universally recognised set of principles to work with. ABC audits digital media and systems to these industry‐agreed standards and verifies that the principles have been applied.
Representatives on JICWEBS encompass all areas of the digital industry including advertisers, agencies, media owners and technology providers from the following trade bodies: IPA, IPA digital, ISBA, AOP, IAB, NS, NPA.
Many of the JICWEBS standard definitions have been adopted by all IFABC (International Federation of Audit Bureaux of Circulations, www.ifabc.org) members. The IFABC World Wide Web Standards Group reviews these global metrics every year to make sure they remain relevant to the people spending money on online advertising
For more information please visit www.jicwebs.org
About the Digital Trading Standards Group (DTSG)
The DTSG comprises representatives from the following sectors of the digital display trading ecosystem: advertisers, agencies, agency trading desks (ATDs), demand side platforms (DSPs), advertising networks, sales houses, advertising exchanges, supply side platforms (SSPs) and publishers.
Published on: 9:00AM on 1st May 2014