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ISBA, together with AOP, IPA, IAB, established the Joint Industry Committee for Web Standards (JICWEBS) to set standards for the digital industry and create a safer, more transparent environment for advertisers. With an equal share of voice, these bodies deliver industry consensus on good practice principles for digital ad trading.

JICWEBS has issued a seal of compliance to companies whose principles they have audited. ABC, BPA Worldwide and ePrivacy consult have been appointed Verification Providers.

Content Verification (CV) Tools
Content Verification (CV) Tools are software programmes that promise to ensure, in real time, that their clients’ online advertising is not distributed to sites identified in advance as inappropriate or as “conflicting with the interests of the brand”.

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