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ABC publishes Content Verification Report

Yesterday, ABC released its latest 6-monthly Content Verification (CV) Report.

The report provides an at-a-glance comparison of 3 independently certified CV products and their ability to prevent ad delivery next to inappropriate content. The ABC report shows an improvement in the capabilities of all of the products tested. This is a welcome development for advertisers looking to improve their brands’ safety online, says the ABC.

ComScore’s vCE Validation, DoubleVerify’s DV Digital Impression Quality – Real-Time Ad Blocking and Integral Ad Science’s The AdSafe Firewall are the three products that have been submitted for testing in line with the Content Verification Product Principles laid out by JICWEBS. By being tested, these companies are demonstrating their commitment to transparency and helping the industry work towards reducing the risk of misplacement.

Notably, in this round of testing each product displayed significant improvement against one of the Principles, with response times halving, on average, compared to results from previous testing. The full report is available at

The ABC stamp of trust is available to all products that offer content verification services. Proximic have also signed up to the programme and are working towards certification.

David Ellison, Marketing Services Manager, ISBA commented: “With the increasing automation of online display advertising there is a greater risk that advertiser’s brands will appear on inappropriate websites and against inappropriate content, photos and videos. We therefore recommend a suite of Brand Safety tools including those certified for content verification. ABC’s independent certification provides transparency around these products to increase trust in online advertising”

Alex Bennett, Senior Digital Marketing Manager at Nationwide commented: “The volume of marketing budget allocated to digital channels continues to grow, yet there are still questions from many advertisers regarding Online Brand Safety. Recent press reports have highlighted the reputational damage that can be caused by ad misplacement. Knowing that there are tools available that can significantly reduce the risk to our brand is extremely important and the ABC stamp of trust gives an extra level of assurance when selecting a partner to work with.”

Jerry Wright, Chief Executive at ABC comments: “The development of CV tools’ capabilities is very welcome to an industry addressing the worrying issues surrounding online ad placement. The stamp of trust earned by these tools gives the buying community greater confidence in online advertising processes.”