Oct 17, 2016

The Importance of Web Standards to Brand Safety

The discussion was led by GroupM digital operations director Bethan Crockett, who explained that the issue of brand safety never really goes away when organisations are already committed to digital spend.

Richard Foan, chair of the Joint Industry Committee for Web Safety (JICWEBS), explained how the limited company’s purpose is to deliver trust in the digital ad trading market, funnelled from digital trading standards group the viewability working group and the anti-fraud working group.

Foan stressed the importance of “realism over idealism”, discussing the work of the Digital Trading Standards Group (DTSG), the ‘Content Verification’ Certification Programme. He also reinforced that transparency builds trust and the significance of global standards for local markets.

ISBA director of media and advertising Mark Finney stated that brand safety is not a new concern, it has just got more complicated with the advent of digital trading, citing examples of badly positioned ads with conflicting messages.



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