Digital ad sales house Ad2One has become the first company to receive independent verification for its brand safety policies, as part of a new joint initiative between the IPA and ISBA.
The initiative is the first of its kind to emerge from the two industry bodies since the disbandment of the cross-industry initiative called the Digital Trading Standards Group (DTSG) earlier this year.
The DTSG, formed by the Internet Advertising Bureau (IAB), along with the IPA and ISBA, was established to address issues of ad misplacement and protect brands from potential reputational damage should they be inadvertently subject to such activity.
The DTSG was created in the wake of the closure of Internet Advertising Sales House (IASH) in 2011.
However, it is understood that disagreements between the three parties regarding certain elements of the group’s policies led to it stalling.
Now the IPA and ISBA have formed a new Brand Safety initiative, aimed at tackling the same issues and protecting advertisers from the ramifications of being associated with inappropriate content. Suppliers and all those involved in the digital ad ecosystem will have their ad misplacement minimisation policies independently verified by auditor ABC.
IPA head of digital Nigel Gwilliam said Ad2One has demonstrated good leadership in being first to have its policies verified as part of the new initiative.
“Online media suppliers have to fight against online ad misplacement in order to present themselves as a credible media solution for reputable advertisers and I hope Ad2One’s commitment to this initiative will act to encourage other suppliers to step up to the plate,” he said.
Grant Allaway, group managing director at Ad2One, said its commitment and involvement in the initiative is “incredibly important.”
He added: “We are passionate about digital advertising, and committed to ensuring the safety of the brands we represent – both the publishers and advertisers. This initiative is a tangible, workable and constructive response to the issue of brands’ advertising appearing in trusted environments.”
The news follows calls from ISBA for stronger reassurances to protect advertisers from online ad misplacement after brands including The Sun, Save The Children, and Specsavers all pulled their ads from social media site ask.fm following a suicide.
Meanwhile commercial director of Irish broadcaster RTÉ Conor Mullen echoed similar grievances, telling The Drum there is urgent need for tighter controls around ad misplacement in the programmatic trading space.