The IAB released its Quality Assurance Guidelines 2.0, a compliance program that provides assurances to advertisers that their ads won't appear alongside inappropriate content or pirated intellectual property.
The Interactive Advertising Bureau (IAB) today released its Quality Assurance Guidelines 2.0, a compliance program that provides assurances to advertisers that their ads won't appear alongside inappropriate content or pirated intellectual property.
The guidelines also address processes in the areas of compliance, mobile, transparency and display, video, and real-time bidding. The new guidelines are expanding beyond networks and exchanges into a full range of buyers and sellers. The objective is to create a higher level of trust in the marketplace by giving the option for independent third-party validation of a company's certification.
"Companies that participate in the Quality Assurance Guidelines 2.0 program will demonstrate that they have achieved a higher level of trust, transparency, quality and safety in interactive advertising," said Patrick Dolan, executive vice president and COO at IAB, in the press release. "Marketers seek out brand safe environments for their advertising, and IAB QAG certification provides this assurance. We expect that companies certified under these updated guidelines will attract more brand dollars."
The draft guidelines were released for public comment on April 13, 2013, after which the QAG 2.0 Task Force reviewed the suggestions and made changes such as increasing information on how to obtain independent certification, adding details on how to make the transition from the earlier QAG 1.5 guidelines to the final 2.0 version, and added clarification regarding complaints and non-compliance.
"Innovation in the digital advertising ecosystem has transformed our industry at an unprecedented rate, bringing new opportunities for brands, marketers and everyone in the ad pipeline," said Steve Sullivan, vice president, advertising technology at IAB, in the press release. "The new QAG 2.0 represents the best efforts of the IAB and member companies to ensure that the highest standards of trust, compliance, quality and integrity are continually met for all stakeholders to keep pace with the constant change that drives our business."
The White House recently commended the IAB for its continued support of industry initiatives to fight copyright piracy and counterfeiting.
On the heels of a fantastic event in New York City, ClickZ Live is taking the fun and learning to Toronto, June 23-25. With over 15 years' experience delivering industry-leading events, ClickZ Live offers an action-packed, educationally-focused agenda covering all aspects of digital marketing. Register today!
Want to learn more? Join us at ClickZ Live San Francisco, Aug 10-12!
Educating marketers for over 15 years, ClickZ Live brings together industry thought leaders from the largest brands and agencies to deliver the most advanced, educational digital marketing agenda. Register today and save $500!
Caitlin Rossman was Associate Editor at ClickZ until September 2013, where she had been working since 2009. She previously worked as a Copy Editor for The New York Post. Caitlin received her BA in journalism from New York University.
Gartner Magic Quadrant for Digital Commerce
This Magic Quadrant examines leading digital commerce platforms that enable organizations to build digital commerce sites. These commerce platforms facilitate purchasing transactions over the Web, and support the creation and continuing development of an online relationship with a consumer.
Paid Search in the Mobile Era
Google reports that paid search ads are currently driving 40+ million calls per month. Cost per click is increasing, paid search budgets are growing, and mobile continues to dominate. It's time to revamp old search strategies, reimagine stale best practices, and add new layers data to your analytics.
June 10, 2015
12:00pm ET/9:00am PT