AOP’s work with JICWEBS sees major news brands adopt DTSG Good Practice Principles

AOP confirms Telegraph Media Group, ESI Media, Mail Metro Media, News UK, Trinity Mirror and Guardian Media Group will be adopting JICWEBS’ DTSG Good Practice Principles, following AOP’s proposal to amend existing framework

London, UK, 2nd May 2018: The Association for Online Publishing (AOP) today announces that, after successfully agreeing amends to the DTSG Good Practice Principles, six leading UK news groups now fully support the industry initiative.

The AOP has facilitated discussions between the news groups, JICWEBS, IAB, IPA, and ISBA since July 2017, and helped implement three key amendments to the existing DTSG framework, addressing concerns previously held by premium publishers. The changes include the revision of classifications for each business category signed up to the certification; the capability to showcase measures that demonstrate a business going above and beyond baseline standards; and the ability to distinguish responsibility for open market programmatic buys.

Richard Reeves, AOP Managing Director, explains: “Adoption of DTSG is fundamental to introducing transparency across the industry, and there is heightened expectation from the buy side to demonstrate a certain level of compliance. However, in the past, major news groups had concerns that classifications applied to certified businesses were potentially ambiguous, for example there was no clear distinction between a creator of original content, third-party aggregator, ad tech vendor, or platform. There was also unfair responsibility placed on the heads of publishers for the placement of ads through open exchanges they had little or no control over.”

He continues: “Following months of discussion and collaboration, we are pleased to confirm our proposed changes have been accepted. As such, Telegraph Media Group, ESI Media, Mail Metro Media, News UK, Trinity Mirror and Guardian Media Group are fully committed to implementing the DTSG Good Practice Principles and will continue to not only meet a required level of transparency around brand safety processes, but also excel in their roles as creators of original, high-quality content. This is a significant step towards encouraging other players in the industry to achieve the JICWEBS certification and commit to best practice.”

Ben Walmsley, Digital Commercial Director from News UK comments: “Brand safety is vital for advertisers to have confidence that they’re getting the digital inventory that suits their brand, and this move is another step to putting in place the processes that will give them that assurance. As a premium publisher we’ve always operated to the highest standards and are constantly working with the industry to raise levels of advertising compliance and integrity across the market. Following these changes to the DTSG framework, advertisers will be provided with more transparent information about JICWEBS signatories’ brand safety policies, ensuring they can make an informed decision around who has the ability to best meet their brand safety requirements. We’ll continue to work closely with AOP and JICWEBS – as well as publishers, agencies, and vendors – to drive high standards and help create a more sustainable, transparent ecosystem.”

Richard Foan, Executive Chairman, JICWEBS comments: “This update to JICWEBS Brand Safety (DTSG) Principles is another step to underpin trusted digital ad trading in the UK market. AOP’s support – as one of the four trade body owners of JICWEBS – in bringing the news brands on board means JICWEBS now has more than 100 signatories committed to trust through transparency across our different initiatives.”


About the Association for Online Publishing
The Association for Online Publishing (AOP) is an industry body representing digital publishing companies that create original, branded, quality content. AOP champions the interests of media owners from diverse backgrounds including newspaper and magazine publishing, TV and radio broadcasting, and pure online media. For more information, please visit

JICWEBS (The Joint Industry Committee for Web Standards in the UK and Ireland) was created by the UK and Ireland media industry to ensure independent development of standards for measuring performance online and benchmarking best practice for online ad trading.

The Digital Trading Standards Group (DTSG) was set up in 2012 to propose guidelines aimed at significantly reducing the risk of misplacement of advertising across the digital trading ecosystem. The Good Practice Principles drafted by the DTSG have been reviewed and approved by JICWEBS. The intention of the principles is:
1. Significantly reduce the risk of misplacement of display advertising on digital media properties
2. Uphold brand safety
3. Protect the integrity of digital advertising

Businesses signed up to the Good Practice Principles commit to have their ad misplacement minimisation policies independently verified by a JICWEBS approved provider.

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