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.”
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.”
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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
JICWEBS update online ad viewability initiative
JICWEBS update online ad viewability initiative
25 June 2015
The UK’s Joint Industry Committee for Web Standards (JICWEBS) – the independent body that defines best practice and standards for online ad trading – is updating its recommended guidelines for products that aim to measure the viewability of online ads.
The “Principles for Viewability Products” guidelines, initially produced in January 2014 to help advertisers and their agencies assess which companies to use to measure online ad viewability, is being replaced by an updated version, reflecting how the viewability issue has changed over the last 18 months.
“It’s important the industry doesn’t stand still when it comes to tackling the big issues affecting online advertising,” said JICWEBS’ Chairman Richard Foan. “This update builds on the good work implemented last year around ad viewability and is a further step in the right direction around bringing greater transparency and trust to digital advertising.”
The updated principles take into account learnings from the MRC and IAB in the U.S. as well as participants in the UK-focused cross-industry group that fed into JICWEBS. Key changes include greater transparency around methods to further reduce discrepancies between suppliers.
It is anticipatedJICWEBS will award the first seals to companies confirmingtheir products meet these updated industry-agreed standards, in the second half of 2015.
Pete Robins, co-founder, agenda21, and Chairman of the IPA Digital Media Group: “It’s good to see the industry keeping pace with the rapid developments in the online advertising ecosystem. Trust and transparency are crucial factors in who agencies choose to partner with, so we strongly encourage all viewability vendors to seek JICWEBS verification.”
Steve Chester, Director of Data & Industry Programmes, IAB UK:“Buyers, sellers and those involved in the trading of digital display now have updated information and transparency about how viewability products measure if an ad has been seen. The companies who've agreed to further auditing by ABC to prove they have applied the updated JICWEBS principles will form part of the next update on this important area for digital ad trading."