ABC delivers online brand safety verification to BuzzCity

29 February 2016, London. Today, BuzzCity 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 advertising market, ultimately giving brands greater confidence that their advertising will reach the right audience and will not be associated with content that could jeopardise brand reputation.

BuzzCity partners with brands and mobile agencies delivering their marketing communications to the growing consumers on mobile internet. It is a leading mobile advertising network in emerging markets of APAC & African continent that includes India, Indonesia, South Africa, Malaysia, Thailand & Nigeria. These regions are the key markets for BuzzCity where evidently mobile has become the central device for internet. BuzzCity regularly reports on increasing adoption of mobile internet by consumers globally for entertainment, transaction / utility needs, in addition to social networking and communication.

As a JICWEBS approved Verification Provider, ABC supplies the online media industry with a trusted and robust currency on which media space can be bought and sold. For more information on ABC’s Verification Service please go to: www.abc.org.uk/dtsg.

Dr. Lai Kok Fung, CEO, at BuzzCity comments: "With ABC’s brand safety certification coupled, with our own fraud detection technology, we strive to deliver improved and result-oriented mobile advertising solutions to marketers globally. Click fraud is a global issue and combatting it has been at the forefront of our client service delivery for over two years; receiving this verification means that we are in tandem with industry standards in the UK.”

Click fraud on the BuzzCity network currently accounts for less than 2% of total traffic, making programmatic buys for its UK customers a transparent and safer option.

Simon Redlich, ABC Interim Chief Executive, said: “We are delighted to have verified BuzzCity to the JICWEBS Digital Trading Standards Group (DTSG) 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.”

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About BuzzCity

BuzzCity is a mobile advertising network offering brands, mobile agencies and publishers access to a global mobile internet advertising platform reaching the ever connected consumers.
Additional information can be found at www.buzzcity.com

About ABC

ABC inspires confidence in the market across the media world by delivering a valued ‘stamp of trust’. ABC underpins the way billions of pounds worth of advertising budgets are traded across the converging media landscape in the UK and beyond. It has two roles:

  • To bring the industry together to agree standards that define media measurement and determine best practice.
  • To offer independent audit and compliance services, delivering certification which verifies that data and processes meet the industry-agreed Reporting Standards.
  • ABC is governed by the industry, for the industry. ABC’s board consists of advertisers, media agencies, media owners and trade bodies. They represent the differing interests of the media industry and meet regularly to agree new standards and make strategic decisions as to how ABC is run. With Board consensus, ABC has the ability to provide certification for any platform. As advertising platforms develop, ABC continually innovates and evolves to ensure its portfolio of products and services delivers to the media industry’s needs.

    ABC was established in 1931 and is a founder member of the International Federation of ABC (IFABC), of which ABC's Interim Chief Executive, Simon Redlich, is president. Richard Foan, Group Executive Director of Communication & Innovation, ABC, also chairs the IFABC Web Standards Group, which works to deliver global standards and establish digital good practice across the world.

    For further information please visit www.abc.org.uk or contact David Cohen or Isabel Napier-Wilson at Eulogy! on: +44 (0) 203 077 2000 or email: abc@eulogy.co.uk

    About JICWEBS

    JICWEBS (www.jicwebs.org) is the Joint Industry Committee for Web Standards. This industry‐owned organisation meets 4 times a year to ensure independent development and ownership of standards for underpinning online ad trading. This provides credibility, comparability and transparency, which is particularly important for advertisers who then have a universally recognised set of principles to work with. ABC audits digital media and systems to these industry‐agreed standards and verifies that the principles have been applied.

    Representatives on JICWEBS encompass all areas of the digital industry including advertisers, agencies, media owners and technology providers from the following trade bodies: IPA, IPA digital, ISBA, AOP, IAB, NS, NPA.

    Many of the JICWEBS standard definitions have been adopted by all IFABC (International Federation of Audit Bureaux of Circulations, www.ifabc.org) members. The IFABC World Wide Web Standards Group reviews these global metrics every year to make sure they remain relevant to the people spending money on online advertising

    For more information please visit: www.jicwebs.org

    About the Digital Trading Standards Group (DTSG)

    The DTSG comprises representatives from the following sectors of the digital display trading ecosystem: advertisers, agencies, agency trading desks (ATDs), demand side platforms (DSPs), advertising networks, sales houses, advertising exchanges, supply side platforms (SSPs) and publishers.