Global first digital audio owner to receive Jicwebs brand safety and ad fraud certification

The move marks the first time a programmatic audio provider has received the certification

Heart and Radio X owner Global has joined the Financial Times, Havas, and Unruly in becoming certified by Joint Industry Committee for Web Standards (Jicwebs) for both its brand safety and anti-ad fraud processes.

The move marks the first time a programmatic audio provider has received the certification from the cross-industry trade body, paving the way for the likes of Spotify or SoundCloud to sign up too.

All of Global’s digital channels, including its audio advertising platform Digital Audio Exchange (DAX) which it claims reaches an audience of 160 million people, will be covered by the Jicwebs guarantee.

Digital audio is less susceptible to ad fraud than other online platforms, like Google or Facebook. However, Global’s chief commercial officer Mike Gordon said the accreditation underscored the company’s commitment to “protecting advertisers, right across our portfolio”.

All companies looking to be accredited by Jicwebs for ad fraud prevention have to sign-up for an independent ABC audit to verify how they reduce the risk of fraudulent ads being served.

Brand safety standards, meanwhile, are set by the Digital Trading Standards Group (DTSG), which aims to reduce the risk of brands running ads adjacent to inappropriate content.

DAX was created in 2014 by Global to give brands access to the digital audio market in a single buy.

In 2015 it extended the program across 18 countries, then in 2017 it established a footprint in the US with the acquisition of digital audio ad sales company, AudioHQ.

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