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.
In an often fragmented workplace, where various departments have varying opinions and goals, it can be challenging to get everyone on the same page and make strategy meetings productive.
In part one a few weeks ago, we discussed what brand TLDs (top level domains) are, which brands are applying for them and why they might be important. Today, we’ll take an in-depth look at the potential benefits for brands, and explore the challenges brand TLDs could help solve.
According to a report, references to hashtags appeared in just 30% of Super Bowl 51's commercials this year, down from 45% a year ago.
The explosive growth of video in 2016 makes 2017 an important year for video content and as more publishers are tempted to use it, it’s useful to consider the best strategies to maximise its effectiveness.