Because the industry is constantly changing our standards are constantly evolving to ensure they keep pace with industry needs. Our standards are at the forefront of digital measurement and best practice, helping to raise standards and ensure decision makers have access to comparable, credible and transparent information.
Here you can find news about the latest standards approved by JICWEBS.
JICWEBS Townhall Event
Date: 22nd November 2016
This is your chance to hear about and have your say on the latest actions to tackle online advertising's 3 big issues – Ad Fraud, Viewability and Brand Safety.
An industry 'town hall' organised by the Joint Industry Committee for Web Standards (JICWEBS) will have representatives from each of the four trade bodies - IAB, ISBA, IPA, AOP - plus Unilever's Media Director, UK & Ireland, to talk about:
- What's being done to address these issues
- What will be done
- Hear your suggestions and answer your questions on the above
Date: Tuesday 22nd November 2016
Event: 3.00 – 4.30pm
Venue: IAB Events & Training Centre, 14 Macklin Street, London, WC2B 5NF.
Unilever: Alex Tait, Media Director, UK & Ireland
OMD: Suzy Ryder, Managing Partner - Digital & Technology
ISBA: Mark Finney, Director of Media and Advertising
IPA: Nigel Gwilliam, Media and Emerging Technologies Consultant
AOP: Richard Reeves, Managing Director
IAB: Steve Chester, Director of Data & Programmes
The last town hall was oversubscribed so book now (it's free). Please register here.
JICWEBS: announces industry move to tackle video viewability
Also announces latest seals awarded to reduce online ad misplacement
The UK’s Joint Industry Committee for Web Standards (JICWEBS) – the independent body that defines best practice and standards for online ad trading – has announced the next stage in the move to address online viewability.
JICWEBS has produced recommended guidelines for products that aim to measure the viewability of online video. The video guidelines form part of the updated “Principles for Viewability Products”, which was produced by a cross-industry group that feeds into JICWEBS, as well as learnings from the MRC and IAB in the U.S.
According to the latest IAB UK/PwC Digital Adspend study, video advertising in 2015 grew 51% to £711m, now accounting for nearly one quarter (23%) of display ad spend.
“Video spend is growing at over three times the rate of overall online spend, consequently, advertisers are becoming more focused in their demand for greater transparency in this area,” said JICWEBS’ Chairman Richard Foan. “This update helps their conversations with the sell-side and viewability vendors, to improve understanding of and trust in digital advertising.”
Mark Finney, director of media and advertising, ISBA, said: “Viewability is a fundamental issue for all our members. After all, you can’t be made aware of a preference for a brand, much less be motivated to buy a product, if you can’t see the advertising! We fully support the direction JICWEBS is taking to help provide greater clarity in this area for all parties involved.”
Tim Faircliff, Executive Chairman, AOP, said: “Media owners from our AOP membership providing quality content are keen to be part of a process to improve the reporting of video viewability levels which, ultimately, benefits both themselves and their advertiser clients.”
In a separate move, and following on from the above viewability and recent anti-fraud initiatives, JICWEBS announces the latest update on its online brand safety initiative.
Thirty-six organisations have been awarded seals (valid for 12 months) confirming their processes meet industry-agreed standards to reduce the risk of ads being served next to inappropriate or illegal content online.
Foan comments: “It’s very encouraging to note that, for 30 of these 36 companies, this is their second or third certification which demonstrates their on-going commitment to maximising brand safety for their clients.”
JICWEBS Townhall Event
On the 24th February JICWEBS hosted an industry ‘townhall’ at the IAB looking at what’s being done to address online advertising's 3 big issues – Ad Fraud, Viewability and Brand Safety. With over 150 people in attendance, it was a great chance to hear from speakers across our industry plus the City of London Police. This was followed by an audience Q and A.
You can see the presentations from the day using the links below
- Richard Foan, Chairman, JICWEBS - View Presentation
- David Ellison, Marketing Services Manager, ISBA (The Voice of British Advertisers) - View presentation
- Nigel Gwilliam, Media and Emerging Technologies Consultant, IPA (Institute of Practitioners in Advertising)
- Tim Faircliff, Chairman, AOP (Association of Online Publishers)
- Steve Chester, Director of Data & Programmes, IAB UK - View presentation
- Guy Phillipson, CEO, IAB UK
- Christian Armond, General Manager of Digital Marketing, TUI - View presentation
- Michael Dodge, Detective Inspector & Oliver Walsh, Operations, Police Intellectual Property Crime Unit (PIPCU)
ABC issues new industry report for online ad viewability
Six products certified to updated JICWEBS Standards
ABC has issued its second industry report which compares test results for online ad viewability measurement products. The report summarises the capability of six products to measure viewability, simply and equally, delivering trust and transparency to a complex area.
There are various products in the market that count viewable impressions. Last November, following confusion over differences in results, the Joint Industry Committee for Web Standards (JICWEBS) asked ABC to deliver its first impartial and independent report on what viewability products do. This new report features products from comScore, DMA Institute, DoubleVerify, Integral Ad Science, Meetrics and Moat. All have been tested by ABC for their compliance withJICWEBS Viewability Principles. Updated in July 2015, the JICWEBS industry-agreed principles set minimum benchmarks for product functionality and require that a product can support any viewability metric definition, based on time and percentage in view. This enables the industry to trade using viewable ad impressions on a campaign by campaign basis.
ABC certification is specifically designed to ensure that all products are being tested on a like-for-like basis. This report incorporates newly developed checks and disclosures to demonstrate how each product performs in different behaviour scenarios. As the products work in different ways, it is important to understand how they are configured to get the most out of each one. The ABC report shows that when configured correctly, all six products tested are capable of counting viewable impressions in a number of scenarios, in accordance with the JICWEBS Principles.
Alongside the report, ABC has developed a new, easy-to-use interactive table which is available on its website. Advertisers, agencies and marketers can use this free resource to better understand viewability products, compare their capabilities and make more informed purchasing decisions.
Please visit www.abc.org.uk/viewability to view the report and access the interactive table.
Jerry Wright, Chief Executive, ABC, said:
“The industry benefits from an array of products which claim to measure viewability. This can lead to confusion due to the variation in what each product offers. In order to make an informed purchase decision, brands need to know if these products will do what they say they will. By vetting these products to industry-agreed principles, ABC is providing clarity and trust for the benefit of both brands and media agencies.”
Bob Wootton, Director of Media and Advertising, ISBA, comments:
“Viewability will remain a key issue for brands if they are to continue to increase their spending on online advertising. As long as advertising depends on reaching human viewers, success pivots on the ability of an audience to see ads, but there is still confusion over the measurement of this area. ABC’s Viewability Report offers transparency and clarity in what is a very technically complex area and we welcome any advance in understanding in what viewability measurement products are actually delivering.”
Rob Norman Global Chief Digital Officer, GroupM, comments:
“Clearly, the viewability debate is a key element of our call for transparency in digital ad trading. Dealing with discrepancies in the numbers is necessary now, and media buyers and our partners need to have a clear understanding of the differences in the capabilities of these viewability products. We support the JICWEBS principles and applaud the work done by ABC in delivering increased transparency.”
- End -
Technical notes to editors
Built on JICWEBS standards and complementary to the MRC/IAB requirements and recommendations, ABC testing incorporates four elements into the Certification process. The four elements are:
1. Reporting on percentage of area viewable and time
2. Reporting viewable impressions, including special cases
3. Disclosure of what is measured
4. Measurement and asset render requirements.
Effectively, the elements require the products to take time measurements every 100 milliseconds and the ability to measure both standard and larger formats (i.e. IAB rising star formats) for at least 50% or 30% in-view (respectively) for at least one continuous second.
ABC’s stamp of trust underpins the way billions of pounds worth of advertising are traded across the converging media landscape in the UK and beyond.
ABC has two key roles:
1. To bring the industry together to agree standards that define media measurement and determine industry-agreed best practice.
2. To offer independent audit and compliance services, delivering certification which verifies that data and processes meet the industry-agreed Standards.
ABC is governed by the industry, for the industry. ABC’s board consists of advertisers, media agencies, media owners and trade bodies. They represent the differing interests of the media industry and meet regularly to agree new standards and make strategic decisions as to how ABC is run. With Board consensus, ABC has the ability to provide certification for any platform. As advertising platforms develop, ABC continually innovates and evolves to ensure its portfolio of products and services delivers to the media industry’s needs.
ABC UK was established in 1931 and is a founder member of the International Federation of ABC (IFABC). Richard Foan, Group Executive Director of Communication & Innovation, ABC UK, also chairs JICWEBS.org and the IFABC Web Standards Group, which works to deliver standards and establish good practice across the world.
JICWEBS is the Joint Industry Committee for Web Standards. Established in 1999, this industry‐owned organisation meets 4 times a year to ensure independent development and ownership of standards for underpinning online ad trading. This provides credibility, comparability and transparency, which is particularly important for advertisers who then have a universally recognised set of principles to work with. ABC audits digital media and systems to these industry‐agreed standards and verifies that the principles have been applied.
Representatives on JICWEBS encompass all areas of the digital industry including advertisers, agencies, media owners and technology providers from the following trade bodies: IPA, IPA digital, ISBA, AOP, IAB, and NMA.
Many of the JICWEBS standard definitions have been adopted by IFABC (International Federation of Audit Bureaux of Circulations, www.ifabc.org) members. The IFABC World Wide Web Standards Group reviews these global metrics every year to make sure they remain relevant to the people spending money on online advertising.
For more information please visit www.jicwebs.org