IAB Gold Standard 2.0 logo

TAN achieve IAB Gold Standard 2.0 certification

By | Brand Safety, main blog

We’re delighted to announce that we have achieved the Internet Advertising Bureau’s (IAB) latest Gold Standard 2.0 certification.

Upon receiving the accreditation, Adam Rock, Managing Director of TAN Media said:

“Having been IAB Gold Standard certified since its inception, we’re really proud to have achieved the updated, more rigorous standards set out by the IAB to attain Gold Standard 2.0 certification.

Working with leading brands, agencies and publishers, we’ve always believed it’s incredibly important to ensure the highest possible standards are adhered to, whether that be brand safety or protection from ad fraud.

We believe that increasing investment in the digital ad industry is testament to both its growing importance in the advertising world, and the trust that initiatives like Gold Standard 2.0 help reinforce.”

Supporting better online standards

The new accreditation process involved TAN Media implementing and supporting IAB Tech Lab’s sellers.json and adherence to IAB Europe’s Transparency & Consent Framework v2.0, in addition to the Coalition for Better Advertising LEAN standards, and TAG’s global brand safety certification.

Improving digital advertising 

The IAB Gold Standard has four aims – to reduce ad fraud, uphold brand safety, help compliance with GDPR and ePrivacy law, and improve the entire digital advertising experience for all. The initiative was originally launched back in October 2017 as part of the IAB’s commitment to improving standards in digital advertising and building a sustainable future for the industry.

For more on Gold Standard 2.0: 

https://www.iabuk.com/news-article/iab-uk-launches-gold-standard-20-renewed-advertiser-support

https://www.iabuk.com/goldstandard/certified-and-registered

 

Shield with check mark icon

TAN joins TAG – the ad industry’s global brand safety programme

By | Banner - Publishers, Brand Safety, main blog

At TAN, we’ve always realised the importance of brand safety. Given we work with long form sponsored content, delivered in trusted publisher environments, where our advertisers appear is of paramount importance.

We were one of the first members of the IAB’s Gold Standard which set out a range of industry practices designed to improve the digital advertising experience for the general public, while reducing ad fraud and increasing brand safety for advertisers.

To achieve our certification, we supported the ads.txt initiative, ensured our formats were in line with the Coalition for Better Advertising LEAN standards, and obtained our Digital Trading Standards Group (DTSG) certification for brand safety, audited by UK regulatory group JICWEBs.

JICWEBS merges with TAG

The Trustworthy Accountability Group (TAG), is the world’s leading programme to fight criminal activity and increase trust in the digital advertising industry. JICWEBS and TAG first joined forces in March 2017. Since then, the two organisations have aligned their programmes to further improve standards, avoid duplicative effort, and extend their global reach.

Mike Zaneis, CEO of TAG said upon announcement of the merger: “From Manhattan to Manchester, Madrid to Macao, and Mumbai to Melbourne, every company in digital advertising can comply with TAG’s standards.”

“By bringing TAG and JICWEBS together, we are making it easier for every company in the supply chain to adopt the high standards necessary to protect themselves and their customers across the globe,” said Jules Kendrick, CEO of JICWEBS. “Rather than wading through an acronym soup of regional alternatives with differing standards, costs, and compliance requirements, companies can make sure they comply with one set of industry-wide certifications.”

TAN continues to improve the ad experience  

As a currently audited participant in JICWEBS Digital Trading Standards Group (DTSG) Programme, TAN Media are now certified by TAG, which in itself will continue to form part of the IAB Gold Standard.

Upon receiving the new TAG Brand Safety Certified Seal, Adam Rock, Managing Director of TAN Media said:

“We are proud to have worked to make advertising better for both consumers and brands over the past few years. It’s important to demonstrate that our industry is committed to ensuring the highest possible standards of trust online. It’s fantastic to be part of a truly global initiative.”

Further Resources

For more information on the merger of JICWEBS and TAG please see here

For more on the standards required for the TAG seal please see here

For further information on the IAB Gold Standard please visit www.iabuk.com/goldstandard

 

programmatic

Has programmatic become problematic?

By | Brand Safety, Content Marketing, Marketing, Native advertising

The rise of programmatic advertising has been nothing short of spectacular, with the IAB predicting that programmatic will account for 80-90% of display ad sales by 2019.

Its rapid growth is unsurprising given the problems it has solved, namely audience targeting and unsold inventory. By introducing real-time bidding (RTB) on every ad impression, advertisers can bid for the eyeballs of each individual user based on their browsing history and other data sources. Want to reach a 47 year old female, earning a fair whack who likes sports cars? No problem…

Brand safety becomes the hot topic

Except there was a problem. In March, The Times ran the headline: Big brands fund terror through online adverts. Their investigation focused on sites including YouTube where programmatic ads for major global brands were found to be alongside extremist content.

The fallout grew greater each day as more and more media agencies pulled their ads from Google’s ad exchange. As we noted on this blog when ads were pulled from alleged ‘fake news’ sites:

“Finding audience at the expense of losing control of the environment, suddenly doesn’t seem quite as smart.”

But it’s not just user-generated content sites like YouTube, Facebook, Tumblr or Instagram that represent a potential danger for brands. There’s also been an exodus from editorial sites like Breitbart – the controversial Alt-right news organisation – and copyright-infringing sites such as those streaming live sport without owning the rights. Ads have also been found on pornographic sites.

I don’t suppose brand safety concerns were top of the agenda for most programmatic buyers; performance by way of finding the target audience trumped everything, but one thing’s for sure – it’s now their number one priority.

Good news for traditional publishers? 

Ironically, one of the campaigns which first sparked this controversy was for a publisher. The Guardian pulled ads for its membership scheme from Google’s Adx ad exchange when they were discovered next to extremist content.

Ironic, because it’s traditional publishers which stand to benefit the most from the fallout. News UK’s chief executive, Robert Thompson didn’t hold back with his take on the tech giant:

“It is risible, no, beyond risible, that Google/YouTube, which has earned, literally, hundreds of billions of dollars from other peoples’ content, should now be lamenting that it can’t possibly be held responsible for monitoring that content – monetizing yes, monitoring no.” Press Gazette

1XL, which represents local newspaper publisher’s Johnston Press, Newsquest, Archant and DC Thompson issued a statement suggesting that agencies place ads with them rather than:

“blind programmatic ad buying which is placing household brands next to extremist content and fake news”.

What next for advertisers?

Over the past few weeks I’ve had many calls and emails from media agencies asking us to confirm where their client’s ads are running.

As we operate our own network with direct publisher integration, I can easily list every site down to individual sections and placements – in short, we can offer complete transparency and brand safety. I suspect others in the digital space have probably not had such an easy ride.

What many advertisers don’t realise is quite how many exchanges their ads are passing through before being spat out at the other end. Knowing where your ad is being served when bids and ad calls are being made in a fraction of a second on millions of websites is nigh on impossible.

So perhaps it’s time to take another look at the walled garden traditional publishers can offer, after all, could it be that the environment your ad is served in is as important as the targeting?

Essential for native

Thus far, the programmatic problem has only affected display advertising, but

with some display being tweaked to look more like native, it seems obvious that native advertising should be leading by example. After all, when sites are associated with your content, they should be completely brand safe.

As a final thought, I’ll leave you with three things I’d be asking any native provider:

  1. Can you provide me with a full site list?
  2. Can I blacklist any sites I don’t consider right for the brand?
  3. Can you pause campaigns down to individual placements by next impression?

If they can’t answer all three, I’d be looking elsewhere.

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