Ad tech firm Viant UK has been verified to the JICWEBS Digital Trading Standards Group (DTSG) Good Practice Principles by independent industry auditor ABC.
The aim of the Good Practice Principles is to inject greater transparency into the UK digital display market, ultimately giving brands greater reassurance that their advertising is reaching the right audience and is not associated with content that could jeopardise brand reputation.
Time-owned Viant has been awarded the verification as a result of the stringent brand safety principles and measures it has in place.
All sites are vetted manually by Viant’s media buying team before being added as a publisher and sites that display inappropriate content are blacklisted.
Viant also partners with Integral Ad Science for brand safety, viewability, fraud prevention and overall ad traffic quality verification to further protect brands and publishers. In addition to this, by using real, first-party data from actual people, rather than relying on cookies, Viant’s people-based marketing approach means brands reach real individuals and not proxies or bots.
Toby Benjamin, VP Platform Partnerships at Viant, said; “It’s fantastic to see our commitment to transparency and brand safety once again recognised by ABC. Brands and advertisers should always know where their ads are placed and who they are being viewed by – by targeting real individuals with our vast database of registered users, our people-based approach gives marketers the confidence that ads are reaching real people, every time.”
“Simon Redlich, ABC Chief Executive (Interim), said: “We are delighted to have verified Viant as compliant with JICWEBS Digital Trading Standards Group Good Practice Principles. ABC’s verification service gives our industry confidence about compliance with JICWEBS industry-agreed standards and raises the bar in the important area of brand safety, a key milestone in the evolution of digital display advertising.”
For more information on ABC UK’s Verification Service please go to: www.abc.org.uk/dtsg