GroupM Brand Safety Leadership

We believe advertisers should invest in digital advertising that is viewable by a real human who is in our target audience, served in an appropriate editorial environment and underpinned by independent industry certification and third party verification, while being mindful of user-experience and privacy.

GroupM’s brand safety definition covers all areas of risk in the digital inventory supply chain. We are committed to operational excellence, robust third party verification whenever available, close industry cooperation and vigorous contractual protection.

How We Lead

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Viewability

GroupM believes an ad that is not viewable has no value.

We have been leading industry action on viewability since 2014. In addition to participating with local associations and forums to push for enhanced standards and measurement, GroupM has fiercely advocated for quality with and on behalf of our clients.  This includes recent updates to our ambitious GroupM viewability standard

We are committed to technical, contractual and operational methods to permit true assessment of viewability.

Viewability

 

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Ad Fraud

GroupM has zero-tolerance for online advertising fraud.

We strongly believe the digital advertising market should be trustworthy – and we have invested significant time, effort and other resource to tackle this industry-wide issue. We have led or participated in every initiative to combat fraud worldwide, including helping to establish the Trustworthy Accountability GroupM (TAG) in the U.S. which is expanding internationally.

We are committed to mitigating all risks to our clients by leading in standards development, supporting industry initiatives and upholding the highest standards of integrity.

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Contextual Brand Safety

GroupM believes our clients’ digital advertising should be delivered in an appropriate editorial environment offered by trusted partners who embrace third party measurement and verification.

We manage contextual brand safety through a combination of trading (buying from trusted media owners whenever possible), contractual protection (protecting our clients contractually), operational procedure (defined processes to monitor and media inventory via third party verification), and industry accreditation and co-operation (leading or supporting industry wide action on the matter while accrediting our business as well).

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User Experience

GroupM is committed to using non-intrusive and non-interfering ad formats. We are one of the founding members of the Coalition for Better Ads, formed to improve consumers’ online advertising experience. We also support all industry-adopted best practices such as IAB’s LEAN Ads programme.

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Privacy

Responsible and lawful data processing of consumer personal data is our priority.

Beyond our commitment to compliance with relevant data protection laws across the world, our ambition is to uphold the most ethical and best practices regarding processing of people’s data in support of relevant advertising message delivery.

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Anti-Piracy

GroupM has been leading industry efforts to prevent ad misplacement on websites which infringe intellectual property rights.

We take all available measures to prevent the misplacement by using third party verification, deploying media vetting processes, optimizing buys and implementing GroupM Blacklist by default (where legally permitted and applicable.) GroupM not only fiercely supported the creation of Trustworthy Accountability Group (TAG) but is also TAG certified against piracy.

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Third Party Verification

We believe that third party measurement is an industry imperative and should be supported by all companies in the advertising eco-system.

Third party verification, underpinned by industry accreditation and independent audit is of paramount importance for ensuring satisfactory levels of media quality. We advocate for use of the verification technology across all devices and channels, including social, and call on our partners to align better on the measurement and reporting methodology.

GroupM Brand Safety Team

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John Montgomery

Executive Vice President of Brand Safety, GroupM Global

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John Montgomery

Executive Vice President of Brand Safety, GroupM Global

John Montgomery is Group’s Executive Vice President of Brand Safety.  He was appointed to this role in August, 2016 to ensure that GroupM client’s brands are protected from risks in the digital supply chain, like fraud and piracy and to ensure that the digital components of their plans are effective in every region.

John’s WPP career began when he joined Ogilvy in South Africa in 1989 as Media Director and launched Mindshare in that country. In the final three years he spent in South Africa, he was Managing Director of the Ogilvy Group in Cape Town, one of the most creative agencies in the Ogilvy Worldwide network. In 2001, John moved to Amsterdam as CEO, Ogilvy Group Netherlands.

In 2004, John relocated to New York to lead the Interactive media practice for Mindshare and Ogilvy and was subsequently appointed as Global CEO of Mindshare Interaction in 2006 where he established the digital practice for Mindshare worldwide. In 2009, he took on the role of COO of GroupM Interaction for North America and in 2015 was appointed as the Chairman of Connect North America.

John is seen as one of the digital innovators in the field and speaks regularly on issues such as Audience buying, Brand safety, Data Quality and Privacy.  He has represented the advertising industry to the U.S. Senate Commerce Committee and the White House and is on the Internet Steering Committee for the WEF. John is also immediate past chairman of the 4A’s Media Leadership Council and leads The Privacy Task group for 4A’s. In addition, John is co-chairman of the TAG anti-piracy initiative.

In 2013, John was nominated by Adweek as one of the 12 smartest people in media and won a Media All-Star Award from Media Post and was most recently acknowledged amongst the 100 people who make advertising great by the 4A's in the US.

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Joe Barone

Managing Partner, Brand Safety, GroupM Americas

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Joe Barone

Managing Partner, Brand Safety, GroupM Americas

Joe Barone is Managing Partner, Brand Safety, Americas for GroupM, the world’s largest media buying organization.

Joe has helped pioneer the industry’s move to a more transparent, accountable digital inventory supply chain, working to ensure clients get full value for their digital advertising investment. Joe’s focus is on developing and executing GroupM’s marketplace position on Brand Safety elements including viewability, fraud detection and prevention, consumer digital privacy, anti-piracy, and insuring clients ads appear in positive, relevant advertising environments. He has spent the past 7 years shaping Groupm’s practice in North America, and recently was named to a new post adding responsibility for supporting the Latin America roll out of these trusted supply chain practices.

Joe first joined WPP in 1989. He has held various traditional and digital media positions within WPP agencies including Managing Director of neo@Ogilvy, and Director, Strategic Media Integration at Ogilvy & Mather. 

Joe has been buying digital media since 1994, when Hotwired.com became the first publisher to offer banners online. He continued to move in the leading wave of the digital media landscape, through the portal period, on into content integration, advanced targeting, mobile, social, and performance based buying. Before moving into a full time Brand Safety role, Joe managed the US Brand Safety practice, and also managed the US Groupm Digital Traffic team, was engaged in ad-tech systems development, publisher and ad tech vendor contract negotiations, and process re-engineering/ workflow analysis, all in support of GroupM agencies including Mindshare, MEC, MediaCom, Maxus, Essence, MetaVision, and Xaxis.

Joe is currently a member of many US industry working groups, including the IAB Ad Operations Advisory Committee, Open Measurement Working Group, Modernizing Measurement Task Force, IAB Ad Blocking Working Group, the Coalition for Better Ads, and the Trustworthy Accountability Group. Joe was 2015-16 Chairman of the MRC Digital Committee, sits on the AAM/IM Services Advisory Board, and is Chairman of the 4A’s Digital Operations and Technology Committee.

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Bethan Crockett

Senior Director of Brand Safety and Digital Risk, GroupM EMEA

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Bethan Crockett

Senior Director of Brand Safety and Digital Risk, GroupM EMEA

With 16 years of experience working on the front line of digital advertising at Yahoo! then Microsoft, Bethan started her career in display advertising and then moved to search operations, before joining GroupM in 2015. Her current focus is on media quality and data integrity policy, process and governance to support GroupM’s digital strategy.

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Stevan Randjelovic

Brand Safety Manager, GroupM EMEA

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Stevan Randjelovic

Brand Safety Manager, GroupM EMEA

Having previously worked as an agency advocate in Brussels on many challenging issues for the ad industry, such as privacy and consumer protection, Stevan joined GroupM in 2017. He supports the company’s digital operations by looking after all areas of digital risk, and underpinning media quality processes and governance.

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Auke Boersma

Head of Supply, GroupM APAC

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Auke Boersma

Head of Supply, GroupM APAC

Auke Boersma is the Head of GroupM supply APAC focusing on the set up, leadership and promoting of our overall programmatic supply strategy with trusted partners, client- and agency teams. 

Prior to this role, Auke was the APAC Managing Director of Light Reaction. In this role, he spearheaded the start and growth of Light Reaction, the multi-screen outcome-based business of Xaxis, across the region. He oversaw the development and launch of Light Reaction’s local businesses and products in 11 APAC markets. He managed Light Reaction to become a fully integrated part of the Xaxis group where it was able to deliver significant successes and results to both existing and new clients, brought new knowledge, insights and experience to Xaxis’ Outcomes Based positioning and contributed commercial value to the wider group.

Auke is a Digital Marketing & Advertising Executive with 17 years' experience in various fields of the Digital Industry. Before moving to APAC, he used his years of experience in management and digital media as well as his energy and commercial expertise to help Dutch companies like ‘Scoupy’ (as CCO a.i), Sanoma’s leading cash back/mobile shopper/brand activation platform to reposition its business successfully, and commercial broadcaster RTL’s video advertising network SpotX (as Managing Director a.i), to successfully turn their businesses and make it ready for programmatic trading.

During his time with the European Directories (EDsa), Auke was responsible for the expansion of lead generation business via duplication of owned, successful concepts and businesses as well as via M&As and partnerships. He commercially led the Group’s Affiliate Marketing, Search and Social Media activities across 7 European markets. Auke held a dual role as CEO of Scoot Media, EDsa’s Performance Based Marketing specialist.

For European ‘AdLINK Media Group’, he launched the Dutch office of their Affiliate Marketing network ‘affilinet’ and headed leading display advertising network AdLINK Media in The Netherlands.

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Crystal Yang

Associate Director, Brand Safety, GroupM China

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Crystal Yang

Associate Director, Brand Safety, GroupM China

Crystal has nearly 10 years professional work experience in China integrated marketing and e-commerce industry, together with the china digital marketing and advertising technology industry. She first joined UBM, a global leading trade show company for nearly 5 years focusing on the “Technology for Marketing and Advertising” event, which gave her a comprehensive view of the international and local marketing and advertising industry landscape. Then, driven by the eager of in-depth understanding of technology and data, she joined Sizmek for almost 3 years, which gave her first-hand knowledge of digital advertising. Now, she has joined GroupM, responsible for China Brand Safety, committed to a healthy Brand Digital Marketing and Advertising industry.

杨燕,品牌安全副总监,群邑中国

Crystal有超过9年的整合营销及电子商务行业经验,在UBM的多年营销创新科技展会经验让她对国际和中国互联网营销产业有全局的认识, 之后供职于全球领先的第三方广告技术公司Sizmek, 让她对技术和数据有了更深入的理解。

2017年Crystal加入了群邑集团负责品牌安全,提升客户与团队对于品牌安全的认知,并致力于推动数字广告行业的健康发展。

Crystal 很喜欢琢磨语言文字,热爱博物馆和美学,还是个业余的太极拳爱好者。

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Colleen Ngo

Head of Partnerships & Investment, Xaxis APAC

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Colleen Ngo

Head of Partnerships & Investment, Xaxis APAC

Colleen Ngo is Head of Partnerships & Investment for Xaxis, Asia Pacific. She spent 2 years overseeing the Supply business at Xaxis before transitioning to represent investment needs alongside GroupM. Colleen possesses over 10 years of digital advertising experience spanning across the United States and Asia Pacific. She relocated from Yahoo!’s US headquarters to Hong Kong and then Singapore, building APAC’s Direct Response business and productizing Yahoo!’s performance marketing solutions. In Singapore, Colleen headed the Marketing team for Brightcove APAC, where she oversaw the marketing strategy. Colleen then led the programmatic adoption of SSP technologies across major media publishers in Asia at Rubicon Project. Educated at the University of California, Berkeley and Beijing Normal University, she speaks both Cantonese and Mandarin.

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