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.
TAG and JICWEBS partner to clean up digital advertising supply chain
9 March 2017
- TAG and JICWEBS to build on existing industry efforts to promote brand safety and tackle fraud, malware and ad-funded piracy.
- Partnership to help advertisers by investing in a consistent and joined-up approach across markets.
The two leading cross-industry standards bodies in the US and UK have today announced they will work together to tackle some of the biggest issues facing digital advertising including brand safety, buying transparency, fraud and criminal activity.
The Trustworthy Accountability Group (TAG) and the Joint Industry Committee for Web Standards (JICWEBS) are focused on slightly different but complementary issues. The aim is to transfer learnings between the respective initiatives to improve their effectiveness and create a united and consistent approach across markets to tackle criminal activity and clean up the digital ad supply chain.
The digital advertising industry has been estimated to gain $8.2bn by eliminating fraud and flaws in the digital supply chain in the US alone.
TAG was established by US bodies, the IAB, the Association of National Advertisers and the American Association of Advertising Agencies. Its primary focus is to fight ad-supported internet piracy, combat malware, eliminate fraud and promote brand safety.
JICWEBS is the cross-industry independent body responsible for developing standards for online ad trading and is made up of the IAB, ISBA, the IPA and AOP. Its primary focus is tackling fraud, brand safety and viewability.
Mike Zaneis, President and CEO of TAG, said: “Since 2014 TAG has built programs to tackle fraud, malware and piracy in digital advertising, as well as promote transparency and brand safety. However the message from advertisers is clear: we need a consistent and joined up approach across markets and we look forward to working with JICWEBS to progress delivering this.”
Richard Foan, Chair of JICWEBS, said: “JICWEBS has made great strides in promoting greater transparency in the UK digital advertising market, as well as minimising the risk of advertising fraud. But we need a global approach for local markets and I believe JICWEBS and TAG will offer this.”
The Trustworthy Accountability Group (TAG) is a joint marketing-media industry program, which was created to eliminate fraudulent digital advertising traffic, combat malware and fighting ad-supported Internet piracy, as well as to promote brand integrity and safety through greater transparency - www.tagtoday.net.
JICWEBS defines best practice and standards for online ad trading in the UK and is made up of the following trade bodies: Association of Online Publishers (AOP), Internet Advertising Bureau (IAB) UK, ISBA – the voice of British advertisers – and the Institute of Practitioners in Advertising (IPA) - www.jicwebs.org.
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)