The summary report, which will be issued on a six-monthly basis in the future, has been launched to meet the needs of the advertising and media buying and planning community, making it easier for them to compare and contrast different CV products at a glance, says ABC.
It includes an executive summary for a commercial overview of the certification programme and a table of certified results. This table combines the certified data for each product, listing the various tests, first at a principle level, then in more technical detail.
Following an initial Report on CV Technology released by ABC in February 2012, the certification programme was launched in May 2012 to provide the industry with transparency on the capabilities of CV technology which deliver to advertiser’s greater brand safety confidence in the online trading process.
The programme is based on industry standards approved by JICWEBS and involves ABC rigorously testing the ability of Content Verification products to block or report, in real time, the serving of an online advertising onto destinations that have been defined as inappropriate to the advertisers’ campaign.
The following CV products are included in the summary report:
• The AdSafe Firewall from Integral Ad Science
• Project Sunblock Proxy Mode from Project Sunblock Ltd
• Emediate SiteScreen from Emediate ApS
• comScore vCE Validation from comScore
• BrandShield from DoubleVerify
All these products have achieved a great deal in raising the standards for brand safety in online ad placement. With regular independent certification, these CV products continue to demonstrate their commitment to transparency, a key element in securing a safer, trusted environment for online advertising.
Jan Pitt of ABC (pictured) said: “These products are at the forefront of online advertising technology. We’re pleased to be working with such pioneers, helping them demonstrate their capabilities while also providing the industry with guidance in what can be a complex area.”
Nigel Gwilliam of the IPA said: “We congratulate these companies in delivering independent certification of their technology to industry agreed standards. Taking a pro-active role in delivering this transparency is key to the buying community as it seeks assurances about the brand safety of the online inventory it uses.”
About ABC
ABC says: “ABC is governed by the media industry, for the media industry and is expert at setting data and process standards across multiple platforms. ABC provides a stamp of trust for media buyers, media owners, publishers and digital traders working in existing and emerging platforms.
The ABC Board consists of media owners, media agencies, advertisers and trade body members – with 25 per cent of the Board representing the digital sector. The Board makes strategic decisions as to how ABC is run and each industry sector is represented by a Reporting Standards Group.
ABC was established in the UK in 1931 and is a founder member of the International Federation of ABCs (IFABC), of which ABC CEO Jerry Wright is President. ABC’s digital arm was established in 1996 and was united with ABC under one brand with a new identity and integrated structure in March 2011. ABC works to deliver common international standards for measuring digital reach, engagement and loyalty, as well as creating common standards for good practice throughout the industry."
