DTSG UK Good Practice Principles
1. UK Good Practice Principles for the trading of Digital Display Advertising
The UK* Good Practice Principles ('the Principles') have been drafted by a cross-industry group called the Digital Trading Standards Group (DTSG)** for review and adoption by www.jicwebs.org. The intention of the Principles is to significantly reduce the risk of the misplacement of display advertising on digital media properties, uphold brand safety and protect the integrity of digital advertising. The work of the DTSG also reflects a common goal: that digital display advertising should not support inappropriate or illegal content or services.
The Principles cover commitments for all businesses involved in the buying, selling or facilitating of display advertising (see definitions in Appendix1). These Principles, however, do not apply to Facilitators providing standalone ad serving services.
The principles aspire to evolve the objectives of the UK Internet Advertising Sales House (IASH) code in line with current and future technology and trading methods.
**The DTSG is made up of representatives of the following parts of the digital display trading ecosystem: advertisers, agencies, agency trading desks (ATDs), demand side platforms (DSPs), advertising networks, sales houses, advertising exchanges, supply side platforms (SSPs) and publishers. SeeAppendix1.
1.2 What is digital advertising trading?
Digital display advertising – adverts that are displayed on digital media properties or other connected applications - commands a large share of media spend and helps to fund content, services and applications at little or no cost to consumers. Digital ad trading is the term given to the buying and selling of display media. The way in which digital display media is bought and sold has dramatically changed over the last 10 years and, as the market matures, so does the way in which this media is traded.
A video explaining how online display advertising works and the different businesses in the trading ecosystem is available at www.iabuk.net/video/the-evolution-of-online-display-advertising.
1.3 The Principles
The Buyers and Sellers of digital display advertising shall ensure that the transaction is one pursuant to either (a) a Primary Agreement or (b) the specific terms and policies within an agreed or signed contract. An example of a Primary Agreement can be found at www.jicwebs.org. See Note A.
A Primary Agreement, or the specific terms and policies within an agreed or signed contract, should include the Buyers and Sellers' intention as to where the advertising should (or should not) appear. See Note A. The Buyers and Sellers should select from one or both of the following means to minimise ad misplacement:
Independently-certified (to JICWEBS standards) Content Verification (CV) tool (criteria agreed between the Buyer and Seller pre-delivery); or
- Appropriate / Inappropriate Schedules (criteria agreed between the Buyer and Seller pre-delivery).
See Notes B and C.
Sellers should confirm the specific provisions applied to minimise the risk of ad misplacement, irrespective of whether inventory is sourced directly or indirectly. In the absence of specific provisions, then as a minimum, a statement of reasonable endeavours is required.
Sellers should be able to explain the process(es) that form the basis of specific provisions and/or the reasonable endeavours.
Both Buyers and Sellers should understand any contractual consequences should they fail to monitor this process and respond appropriately to ad misplacement via take down.
Following a commitment to these Principles, each Signatory will have their ad misplacement minimisation policies independently verified by a JICWEBS-approved provider within six months and thereafter every year. Further details of this process are set out in the compliance and enforcement paper accompanying these Principles.
Principles 1 and 2 can be incorporated into agreed or signed contract terms and policies as long as they cover the substantive points regarding the methods for minimising 'ad misplacement'. An example of a Primary Agreement can be found at www.jicwebs.org.
A Facilitator will abide by any such criteria selected by the Buyer and / or Seller in the user interface provided by that Facilitator.
No suggested criteria or scheduling, nor any form of "inappropriate" destinations will be drawn up, maintained or approved by the DTSG or JICWEBS in relation to these Principles. The designation of such information is a matter solely for the Buyer to determine. Sources used may be referenced in a Primary Agreement or other industry information as required by the Buyers but with a clear disclaimer that such sources and information are not the responsibility of the DTSG or JICWEBS.