Clearcast and Videology integrate to clear ad creative in real-time bringing programmatic TV one step closer
Videology and Clearcast – a joint venture between major UK broadcasters that checks ad copy complies with broadcasting guidelines – have paired to ensure that all ads bought via the programmatic advertising platform are pre-cleared by the industry watchdog.
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The technical integration means Videology can better assure broadcasters that all ads served into broadcast linear, and catch-up content it serves will comply with the UK Code of Broadcast Advertising – a development the ad tech outfit is dubbing an industry first.
The solution is currently in closed beta testing and will be released in mid-August, with the move likely to ease broadcasters’ nerves over the increasing automation of their advertising. For instance, opening up to third party advertising companies means they have to process a larger volume of ad creative, which could potentially transgress the traditional broadcasting guidelines.
Such concerns have held back the automation in other forms of media (such as outdoor advertising) with Videology hoping the move will prove one step closer to programmatic advertising being integrated into broadcast TV advertising.
Commenting on the deal, Kristoffer Hammer, head of business development at Clearcast, said “Advertising compliance has become increasingly complicated in the era of TV & video convergence. By partnering with Videology to standardise delivery we continue to support the industry and enable advertising.”
John Tigg, senior vice president of enterprise solutions, at Videology, added: “We recognise the importance that broadcasters place on this particular requirement, and the fact that it is an essential component in supporting the development of a more dynamic programmatic TV landscape. The partnership with Clearcast allow us to be proactive in providing the highest standard of compliance adherence for all our broadcast partners.”