IAB and ABC announce newly defined roles for the future development of ‘Brand Safety’ best practice. One member referred for re-audit and one new accredited member.
Internet Advertising Sales Houses (IASH) – the IAB council established to police and promote the activities of ad networks in the UK – has announced that 25 Members are IASH accredited following the latest ABC audit (for the period Jan to June 2011).
The full list of accredited Members is: 24/7 Real Media UK, ad pepper media Ltd., AD2ONE UK, Adconion UK Ltd., Addvantage Media, AOL (UK) Limited, BannerConnect UK, Clickbrokers, Consilium Media Ltd., Crimson Tangerine Ltd., Digitize New Media Ltd – Adsure Network, DotFox Networks UK Ltd., Eyeconomy Performance Network, Glam Media Limited, Jemm Media Ltd., Media Initiatives Group, Microsoft Media Network (UK), Specific Media UK, TD Campaigns Premium Network, Tribal Fusion UK, Unanimis Consulting Ltd., ValueClick Media UK, Vibrant Media UK, Yahoo! DR UK, Ybrant Digital UK Ltd.
This latest round of audits has also led to one Member, WeLoveNetwork, being referred for a re-audit. Whilst there was no evidence of any advertisers being put at risk by appearing on Barred Content during the period audited, this member did not comply fully with all the rigorous requirements of the Code. WeLoveNetwork have stated that they have now up-dated their processes.
In addition, IASH has also welcomed Yahoo! DR Ireland as an IASH accredited Member following their successful audit based on activity from May 2011. This brings the IASH membership total to 27 and highlights how IASH continues to provide ‘brand safety’ assurance to the networked online display marketplace.
As part of its continued expansion and to maintain its relevance to the market, IASH recently announced plans to further evolve its model, which will involve significant changes to the roles and responsibilities of IAB and ABC from October 2011. Over the next few months, the IASH members will be working with IAB and ABC to engage with the wider industry (along with JICWEBS, UK agencies, ISBA and the IPA) to ensure that future best practice and compliance auditing is appropriate to all the players in this dynamic and ever-changing sector and that these new developments are endorsed by the wider industry.
Guy Phillipson, CEO IAB said: “IASH is a symbol of trust and transparency providing confidence and reassurance to advertisers and agencies. With 25 passes and one referral, IASH continues to reinforce the stringency and robust nature of the Code. We're also very pleased to welcome Yahoo! DR Ireland as a new IASH accredited Member.”
Richard Foan, Group Executive Director ABC, said: “ABC is pleased to provide independent review of IASH Member’s compliance with the IASH Code of Conduct. In addition, ABC is pleased to work with the IASH members and the industry to continue to raise standards for safe ad placement”
