Havas has become the latest major media agency to be certified for both brand safety and anti-fraud by JICWEBS – the independent body that sets best practice and standards for trusted online ad trading in the UK.
Havas takes the list of certifications for brand safety and anti-fraud to 72. Certification is awarded if an independent audit – from the likes of ABC, BPA or ePrivacy – verifies their processes meet certain guidelines to reduce the risk of ads being served against inappropriate content and/or reduce the risk of fraudulent ads being served. Ad networks Undertone and Collective are among other companies recently achieving certification.
Richard Foan, JICWEBS’ chairman says, “Advertisers want greater trust and transparency in the digital ad chain and it will become increasingly difficult for suppliers to strike trading agreements if they aren’t accredited through JICWEBS. Certification shows advertisers who is making a genuine commitment to protect their investment against fraud and unsafe brand environments.”