The first online kitemarks have been awarded today to nine companies that meet industry-agreed standards to reduce the risk of ads being served next to inappropriate or illegal content online.
The UK’s Joint Industry Committee for Web Standards (JICWEBS) awarded the kitemarks to Crimtan, Tubemogul Inc, Exponential Interactive, Vibrant Media, Quantcast, Specific Media, IgnitionOne, Unruly, and AD2ONE.
As the ad buying process shifts towards programmatic, brands have seen an increase in ads placed alongside conflicting or inappropriate content.
Last year, Facebook faced criticism from MPs, advertisers and the general public after it relaxed its rules concerning offensive and upsetting material – subsequently allowing for a video of a woman being beheaded to be posted to the site without warning.
At the time, ISBA’s director of media and advertising, Bob Wootton, lambasted the social media platform for continuing to “antagonise advertisers by directly refusing to give them safe passage on their channel.”
“Almost the entirety of Facebook’s revenues comes from advertising in some form or other,” Wootton said. “That means the company’s valuation is critically dependent on advertising revenues and prospects.
“In this context, advertiser skittishness is something that should be avoided at all costs.”
Commenting on the new kitemarks, Andy Muddimer, head of digital at Santander, said: “Misplaced advertising is an issue that affects the whole industry. In pro-actively working together we will foster trust and continue to see online adspend grow.”
A further seven organisations have committed to undergo independent verification within six months.
