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First brand safety seals issued in UK to reduce online ad misplacement

London, 1st May 2014: the first seals for brand safety online have been awarded today to 9 companies that meet industry-agreed standards to reduce the risk of ads being served next to inappropriate or illegal content online. The seals have been awarded by the UK’s Joint Industry Committee for Web Standards (JICWEBS) – the independent body that defines best practice and standards for online ad trading. The organisations receiving the seal have all had their advertising misplacement policies and processes reviewed by an independent third party. Alongside the 9*seals issued today a further 7** organisations have committed to undergo independent verification within 6 months.  As the ad buying process shifts towards using automated decision-making, advertisers and agencies haveplaced increased focus on ensuring that their online reputation is maintained by ensuring that their adverts don’t appear against inappropriate content. The issue of the seal is the culmination of an unprecedented level of cross industry collaboration through the Digital Trading Standards Group (DTSG) to deliver a set of straightforward and workable best practice principles which meets the needs of all sides of the industry. Andy Muddimer, Santander’s Head of Digital, said:  “Misplaced advertising is an issue that affects the whole online industry. In proactively working together we will foster trust and continue to see online ad spend grow. We encourage market take-up of the DTSG's good practice.” David Ellison, ISBA Marketing Services Manager, said: “We recommend our members use intermediaries that have been seal accredited, as it will provide them with much-needed reassurances over online brand safety.” Richard Foan, JICWEBS facilitator said, “It has always been JICWEBS ambition to deliver an inclusive set of best practice principles. In this increasingly complex global market, which operates at scale, the industry needs signs about transparency and trust - which the seal delivers.” For more information please contact: Alex Burmaster, , t: +44 (020) 3544 3570 *Seals issued to Crimtan, Tubemogul Inc, Exponential Interactive, Vibrant Media, Quantcast, Specific Media, IgnitionOne, Unruly, AD2ONE **Organisations registered with JICWEBS and committed to independent verification within 6 monthsPulsepoint, byyd Tech, Microsoft Advertising, Yahoo UK,, AmnetUK, 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.


JICWEBS is the UK's Joint Industry Committee for Web Standards and is made up of the following trade bodies: Association of Online Publishers (AOP), Internet Advertising Bureau (IAB) UK, Newspaper Society, Newspapers Publishers Association, ISBA – the voice of British advertisers and the Institute of Practitioners in Advertising (IPA).