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 Digital Trading Standards Group (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.”
The six news groups – Telegraph Media Group, ESI Media, Mail Metro Media, News UK, Trinity Mirror and Guardian Media Group – jointly state: “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 premium publishers 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.”