YouTube was independently verified by auditing firm BPA Worldwide as to how their processes meet JICWEBS’ guidelines to reduce the risk of ads being served against inappropriate content.
These guidelines are the Good Practice Principles which were produced by the Digital Trading Standards Group (DTSG) – a cross-industry group within JICWEBS.
Phil Smith, Director General, ISBA says, “We welcome this move from Google. Opening up to certification is an important part of the action needed to reassure advertisers that their investment is being protected.”
Ronan Harris, MD Google UK and Ireland says, “Providing more transparency and visibility to our advertising partners remains important to us, so we are pleased YouTube has achieved certification for brand safety by JICWEBS. We remain committed to listening and working with the industry on cross-industry standards for digital advertising.”
The IAB’s CEO Jon Mew says, “As a founder stakeholder, IAB UK is pleased to support the work of JICWEBS, and DTSG certification is a key requirement of our Gold Standard. This verification of YouTube is a significant step forward for our industry and shows their commitment to raising the standards of digital advertising. The increased transparency and trust that JICWEBS’ DTSG certification delivers further reduces the risk of misplacement and should be applauded.”
Links / further reading: The list of companies certified for brand safety.