IAB’s Updated Quality Assurance Guidelines Plan to Promote Brand Safety

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.

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