Be Heard : agenda21 renew JIGWEBS accreditation for Brand Safety and Anti Ad Fraud

The Challenge

Brand safety and the negative effects of ad misplacement have recently come under intense scrutiny in the UK mainstream news.

For the media industry, it has long been a key concern for advertisers and their agencies alongside ad fraud. Leena Vara-Patel, Operations & Ad Tech Director at agenda21, explains

'agenda21's strategy has always been to provide our clients with advertising solutions in a brand safe environment whilst minimising ad misplacement. Although we've done this since 2013, it seemed timely to formalise our commitment as a way to help continue to raise standards within the industry'

The Solution

agenda21 made the decision to become independently verified to the JICWEBS principles for both DTSG (brand safety) and Anti Ad Fraud simultaneously.

Preparations for the verification process took place throughout 2017, during which time the ad operations team focused on refining and standardising their work practices.

The objective was to ensure that agenda21 was proactive in the data analysis and optimisation of blacklists, as well as weekly DSP (Demand Side Platform) optimisation for ad misplacement.

Vara-Patel comments

'Having worked with ABC in the past, we had confidence they would be a trusted partner to turn to for guidance, expertise and support throughout the verification process. We're pleased to say the audit ran smoothly with full, open communication and support from ABC.'