IPA endorses IASH code

The IPA has endorsed the IASH code, which is designed to help safeguard the environment in which display advertising appears via networks.

The code gives those buying, selling or brokering internet advertising space a clear understanding of the types of inventory which can and cannot be used when fulfilling an ad insertion order.

Following ongoing IPA input, IASH said that it has made considerable efforts to create a safer environment for brand advertising.

These efforts include:

• Randomised process audits.

• Ensured there is no pre-population of specific tick boxes (‘Adult’, ‘Unmoderated forums’, ‘All’) on insertion orders.

• Carried out independent site vetting.

• Instated a formal online complaints procedure.

Dave Katz, deputy chairman of the IPA Digital Media Group and head of trading at Media Contacts, said: “Ensuring that our members ads only appear in safe environments is of paramount importance to our members, so we are therefore delighted to endorse the hard work that IASH has performed, especially over the last year. With ongoing dialogue, I’m sure we can continue to ensure that digital media becomes an increasingly valuable tool in the armoury of any serious marketer.”

Richard Sharp, IASH chair, said: “The IPA endorsement alongside that of ISBA and JICWEBS shows how far IASH has come over the last 12 months. Working with our auditing partner ABCe we have brought confidence to the market and shown that all display advertising schedules should have IASH accredited sales houses as a major part. We look forward to working with the IPA in the future to promote the merits of digital media.”