IPA/ISBA Online Brand Safety Initiative
This joint initiative serves to protect advertisers from the considerable reputational damage which could arise from advertising in association with inappropriate content.
The IPA’s members handle over 90% of online display media buying in the UK, and ISBA represents the interests of over 400 leading UK advertisers. They have taken the step of launching their own set of Good Practice Principles in the absence of a cross industry successor to IASH, which ceased certification in 2011.
The following suppliers and facilitators of online advertising inventory have committed in principle to having their ad misplacement minimisation policies independently verified by August 2013:
Nigel Gwilliam, Head of Digital at the IPA, said: “Our members take online brand safety very seriously and have asked us to promote good practice amongst suppliers. We would like to congratulate all of the intermediaries listed here for stepping up to the plate. There will be future announcements as this programme and related ones expand but all credit to these businesses for being the first to commit.”
Josiah Amartey, Senior Online Marketing Manager at Virgin Media and member of ISBA’s Digital, Data & Direct Action Group, said: “The reputational damage which can be inflicted on a brand from just one of its blind online media buys appearing on an undesirable or unsavoury web site can far outweigh the value of the overall media schedule itself. To present themselves as credible media solutions for reputable advertisers, media owners must have a means to guarantee against such rogue appearances. We congratulate these companies, who clearly recognise this. Last year Virgin Media endorsed this initiative and we’re extremely pleased with the progress made to date, however there is still much work to be done.”
The IPA and ISBA will shortly publish on their websites a live list of suppliers and facilitators of online display inventory which have committed to independent verification of their ad misplacement minimisation policies.
To be included on the contact list for this brand safety initiative email Helen@ipa.co.uk.
Last updated 16/12/2015