A further 20 adtech companies have signed up to a brand safety audit conducted by the Joint Industry Committee for Web Standards’ (JICWEBS) as part of ongoing efforts to clean up the digital advertising supply chain.
AdMaxim Inc, Clearstream and Index Exchange are among the 20 adtech firms to sign up to the audit as they look to join the 35 companies who have now achieved JICWEBS' certification for brand safety.
The audits are the latest attempts by industry bodies to improve the effectiveness of the digital ecosystem following the Times expose on digital advertising which revealed media buyers were at fault for ads appearing next to inappropriate content.
Andy Muddimer, Santander’s head of digital servicing and mobile, added: “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 JICWEBS' DTSG good practice.”
The JICWEBS recently issued its first anti-fraud certification seals with Affectv and RadiumOne becoming the first companies to receive the JICWEBS’ anti-fraud Good Practice Principles following an independent audit by ABC.