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BizReport : Advertising : May 14, 2014


First kitemarks awarded in UK for reducing risk of ad misplacement

With the buying of ads moving more towards programmatic processes the risk of a brand's ad being placed alongside inappropriate content has risen. In the UK, the first online kitemarks have just been awarded to several companies that have met industry-agreed standards that reduce the risk of ads appearing alongside inappropriate content.

by Helen Leggatt

The kitemarks have been awarded by the UK's Joint Industry Committee for Web Standards (JICWEBS) - an independent body that defines best practice and standards for online ad trading. Before receiving a kitemark, all the companies had their advertising misplacement policies reviewed by an independent third party.

crimtan kitemark.pngThose who have so far received kitemarks include AD2ONE, Crimtan, Exponential Interactive, IgnitionOne, Quantcast, Specific Media, Tubemogul, Unruly and Vibrant Media.

According to JICWEBS, "the issue of the kitemark is the culmination of an unprecedented level of cross industry collaboration to deliver a set of straightforward and workable best practice principles that meet the needs of all sides of the industry".

A further seven organizations have registered with JICWEBS and are committed to independent verification within the next six months. Those companies are Adaptv, Advertising.com, Amnet UK, byyd Tech, Microsoft Advertising, Pulsepoint and Yahoo UK.

The move has been widely embraced by online brands. Santander's head of digital, Andy Muddimer, says that ad misplacement "affects the whole online industry" and that by proactively working together the industry can "foster trust and continue to see online ad spend grow". David Ellison, ISBA marketing services manager says they recommend their members use kitemarked intermediaries so as to provide "much needed reassurance over online brand safety".

In November, 2013, Project Sunblock revealed that 7.78 billion display ad impressions are served up on websites that could damage a brand's reputation. Furthermore, 38% of UK advertisers did not know where their content was being displayed online and almost two-thirds (62%) of senior marketers have no access to real-time analytics.

The result? £2.4 billion (US$3.9 billion) is being spent each year on display ads that could appear anywhere online.

When asked which types of content would be most damaging to have their ads displayed alongside the top five were:

1. Pornographic
2. Pro-Terrorist
3. Copyright Infringement
4. PR Issues
5. Natural Disasters

Tags: advertising, advertising placement, brand marketing, misplaced ads, online safety










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