|By Business Wire||
|May 13, 2014 10:02 AM EDT||
Increasing brand safety and transparency in the digital supply chain, the Interactive Advertising Bureau (IAB) announced that 29 leading interactive publishers, networks, exchanges, supply side platforms (SSPs), demand side platforms (DSPs), agency trading desks (ATDs), and other advertising technology companies have been officially certified under the revised IAB Quality Assurance Guidelines program (QAG 2.0). The updated guidelines were released in July 2013 to expand the program beyond networks and exchanges to include a full dynamic range of buyers and sellers and serve as a self-regulation framework to provide assurances to advertisers that their ads will not appear next to inappropriate content, including pirated intellectual property.
Companies that have now been certified as QAG 2.0 compliant, include:
- Adconion Direct
- Burst Media Corporation
- Casale Media
- Cox Digital Solutions
- Forbes Media
- Goodway Group
- Matomy Media
- Microsoft Advertising
- Rocket Fuel
- Specific Media
- Tremor Video
- Varick Media Management
Eight other leading digital advertising sell-side companies are also in process to gain accreditation against the QAG 2.0 program:
- Adara Media
- Condé Nast
- Univision Communications Inc.
- Vibrant Media
“These companies are proving themselves to be critical leaders when it comes to brand safety and fighting copyright infringement,” said Mike Zaneis, Executive Vice President and General Counsel, IAB. “The more interactive advertising businesses that are certified under the QAG 2.0 program, the closer the industry gets to establishing the kind of high-quality, transparent and trustworthy marketplace that will drive greater brand dollars to digital.”
IAB has also issued a seal of approval for QAG 2.0 certified companies for use in their marketing materials as an indicator to buyers of their status as leaders in tackling brand safety and transparency.
For a copy of QAG 2.0, and more information about the IAB’s Quality Assurance Guidelines program, please visit iab.net/QAGInitiative/overview.
In tandem with this announcement, IAB is unveiling a Digital Simplified paper on QAG 2.0, which in easy-to-understand language explains how the program works, as well as its benefits. It is available at iab.net/events_training/digital_simplified.
About the IAB
The Interactive Advertising Bureau (IAB) is comprised of more than 600 leading media and technology companies that are responsible for selling 86% of online advertising in the United States. On behalf of its members, the IAB is dedicated to the growth of the interactive advertising marketplace, of interactive’s share of total marketing spend, and of its members’ share of total marketing spend. The IAB educates marketers, agencies, media companies and the wider business community about the value of interactive advertising. Working with its member companies, the IAB evaluates and recommends standards and practices and fields critical research on interactive advertising. Founded in 1996, the IAB is headquartered in New York City with a Public Policy office in Washington, D.C. For more information, please visit iab.net.
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