IASH appoints comScore as 3rd party for site content vetting

comScore has been appointed as as the independent provider of centralised site content vetting on behalf of the Internet Advertising Sales Houses (IASH) – the official sales house council of the IAB in the UK.

The site vetting initiative requires the classification of more than 12,000 sites by degrees of suitability for hosting display advertising, giving advertisers and agencies with greater transparency into what type of content their ads are being delivered against through online advertising networks.

This is intended to deliver greater trust, transparency and confidence to advertisers and agencies who want to be assured that their ads are not being delivered alongside potentially objectionable content.

Mike Read, SVP and managing director, comScore Europe, said: “Increased site content transparency is essential for the continued growth of online advertising, not only in the U.K. but across Europe.

“comScore has been working with advertising networks for several years now, and has extensive experience classifying online content. We are delighted to be working with the IAB and providing comScore’s expertise to the industry, which will ensure the transparency that is critical to the continued growth of advertising networks in Europe.”

Julia Smith, Senior Manager of IASH, said: “It has been a key objective for IASH to provide our members with a comprehensive and central solution to site vetting.

“We are delighted to announce that we have selected comScore to be our partner. It will not only reduce the level of administration for our members, but will provide a high level of independence and consistency within the network ad business model.”