On Monday, the Interactive Advertising Bureau (IAB) released the final version of its “Guidelines for the Conduct of Ad Verification.” Developed together with the Media Rating Council (MRC), the document outlines a common set of methods and practices for ad verification. Topics covered in the report include ad blocking, nested iFrames, and geo-targeting, among others. The goal of the new guidelines, in the words of the IAB and MRC, is to provide "vital assurances to marketers and publishers alike that companies engaged in the verification of interactive advertising campaigns can themselves be audited against a common, transparent standard."AdSafe was an active participant, working with industry leaders, the IAB and the MRC to provide input during the drafting of the guidelines - and we're excited they're now final. As the standard in the content rating, ad verification and brand protection space with an unwavering commitment to these best practices, we welcome the new guidelines and audits. We work every day to make sure that brands, networks and publishers alike feel complete trust in the ads that fuel their businesses. Any guideline or audit that enhances that trust is good news not just for AdSafe but also for the digital advertising world as a whole. It's no secret that in this context, greater transparency leads to greater growth. We look forward to growing along with the rest of the industry as it takes this important step forward.
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