ISBA welcomes JICWEBS continued efforts to tackle brand safety

07 September 2017
JICWEBS continues to create a more transparent online environment for advertisers with 11 brand safety certificates awarded in August.

The Joint Industry Committee for Web Standards (JICWEBS) has today highlighted significant progress in their efforts to tackle online brand safety and ad fraud.

Working to develop and secure a safer online environment for advertisers, the body has awarded a further 11 certificates for brand safety and two further certificates relating to reducing online ad fraud.


  • The last month has been the most prolific ever in terms of the number of certificates awarded for Brand Safety. 11 were awarded: to Teads, Media IQ, YuMe, Amnet, Pulsepoint, Fifty Media, Encore, Avocet, Sovrn, IOTEC and Clearstream. They join 35 other companies who’ve successfully been reviewed against the Good Practice principles for protecting where brand’s online ads appear.


  • Quantcast and IOTEC became the 5th and 6th companies to receive certification against the Good Practice Principles to reduce the risk of fraudulent ads being served. They join RadiumOne, Affectv, Unruly and MediaIQ.


Bethan Crockett, Brand Safety and Digital Risk Director at GroupM EMEA, says, “GroupM UK welcomes increasing participation in both JICWEBS Brand Safety and Fraud Protection Best Practice Principles Certification. It is critical for our clients to know proactive steps are being taken to protect digital supply chain integrity.”

Richard Foan, JICWEBS chair, says, “This recent surge in independently audited certifications for brand safety and anti-fraud shows that the increased levels of trust and transparency that buyers demand are being injected into the digital ad trading supply chain. It also gives buyers a wider array of partners to choose from when considering who is more likely to protect their investment in digital."

ISBA's Marketing Services Manager, David Ellison noted, “Brand safety and ad fraud are both major concerns for advertisers, who will welcome more suppliers gaining independently audited certification. This development helps to give advertisers more confidence in the digital supply chain and we look forward to even more suppliers receiving certification.”

Further information about JICWEBS can be found here.

Please contact David Ellison for further information on aspect of the above. 

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