Please be informed that the IPA offices will be closed Friday 4th August.
We will respond to you as soon as we return on Monday 7th August.

IPA/ISBA Online Brand Safety Initiative

The IPA and ISBA have today (27th March 2013) confirmed the 13 intermediary businesses that have taken the pioneering step of committing to independent verification of their brand safety policies.


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:
Exponential Interactive
Glam Media
InSkin Media
Specific Media
Tremor Video
Unruly Media
Vibrant Media

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

Last updated 16/12/2015

Contact the IPA

ABCe audit Offical Webby Awards Honoree (2011, 2013)

Website, membership and content management software by Senior
Creative design by Igentics

Institute of Practitioners in Advertising (IPA)
© 2018 IPA. All rights reserved. No part of this
site may be reproduced without our permission.