Yahoo, AOL and DoubleClick issued brand safety seals

Google’s DoubleClick, Yahoo and AOL have joined Microsoft Advertising in being awarded seals confirming they meet industry-agreed standards to protect brands’ safety online. Twenty companies have now been issued seals in the UK.

Recipients of the seal have had their advertising misplacement policies and processes verified by an independent third party confirming that they meet standards to reduce the risk of online ads being served next to inappropriate or illegal content. A further 18 have committed to undergo independent verification within the next six months.

The seals have been awarded by the UK’s Joint Industry Committee for Web Standards (JICWEBS), the independent body that defines best practice and standards for online ad trading.

As ad buying increasingly happens through automated technologies, advertisers and agencies have placed more focus on maintaining their brands’ reputation by ensuring their online ads don’t appear against inappropriate content.

The seals are the culmination of cross-industry collaboration through the Digital Trading Standards Group (DTSG) to deliver a set of straightforward and workable best practice principles which meet the needs of all sides of the industry.

“Advertisers have been calling for this type of commitment for over two and a half years so they can trust and embrace digital advertising,” said Bob Wootton, ISBA director of media and advertising. It’s particularly encouraging to see these web giants follow Microsoft’s lead.”