BPA Worldwide announces certification of leading ad-tech companies under TAG’s Inventory Quality Guidelines (IQG)
Shelton, CT April 12, 2016 - Helping its partners set a higher standard for transparency in the digital advertising ecosystem, global assurance provider BPA Worldwide today announced the certification of several leading ad tech companies under the Trustworthy Accountability Group’s (TAG) new Inventory Quality Guidelines (IQG), which offer a common framework for companies to describe and disclose the characteristics of their advertising inventory. BPA Worldwide’s iCompli division has provided third-party certification of the IQG standards to AppNexus, engage:BDR, GumGum and OpenX.
"engage:BDR believes that third-party accreditation to industry standards is a key component to unifying a fragmented ecosystem and ensuring value driven to our partners,” added Ted Dhanik, engage:BDR’s CEO. “The IQG program will help create a clear framework of disclosures that makes it much more difficult for bad actors to obscure less-than-valuable additions to the space. BPA has long been our chosen partner for cutting-edge validation, and we are excited to work together with TAG to continue to cover new ground."
According to Brian Kim, Vice President of Product Management at GumGum, the move to be third-party certified to TAG’s IQG program standards is an important step in providing the highest level of ad quality to advertisers and publishers. “Since the inception of GumGum, we've taken a very serious position towards inventory and ad quality,” Kim explained. “As the inventors of In-Image Advertising, we've built a new category of advertising from the beginning and have always worked hard on quality controls. Joining the TAG inventory quality program reaffirms our commitment to this issue and our desire to ensure any partner working with GumGum that we've been third-party validated and continually strive to ensure our platform works with the best advertisers and publishers.”
“As a pioneer in traffic quality, OpenX has long promoted the importance of transparency in programmatic advertising. The IQG program's commendable goal is to bring a similar level of transparency to the rest of the industry. We applaud TAG's work on IQG and the development of other industry quality standards for malware, piracy, and fraud,” said John Murphy, Vice President of Marketplace Quality at OpenX. "We believe it's critical that such programs be backed by third-party certification to build credibility and be truly successful."
A central program in TAG’s transparency initiative, the Inventory Quality Guidelines are designed to establish trust between buyers and sellers through an industry-backed brand safety and transparency compliance program. The goals of the IQG program are to: support the information needs of advertising buyers; define a common framework of disclosures that sellers can use across the industry; offer clear language in the IQG disclosure framework that enables buyers to make informed decisions; and review compliance among IQG-certified companies and facilitate the resolution of disputes and complaints.
“Historically, digital advertising has been a Tower of Babel, with each participant offering its own disclosures and different language to describe its inventory,” said Mike Zaneis, CEO of TAG. “TAG’s IQG program establishes simple, standard and clear language that can be used across the industry to describe and classify advertising inventory. Third-party validation provides an extra level of assurance for buyers that their business partners have fully implemented these important standards, and we commend all of these companies for helping to set a new bar in transparency for the industry.”
Richard Murphy, BPA’s Senior Vice President, Technology Assurance, noted, “We applaud each of these organizations on their decision to validate adherence to the IQG standards. Independent third-party validation will provide organizations with a significant competitive advantage.”
iCompli is also recognized as an approved certifying body by a number of other industry organizations around the world, including the IAB, European Interactive Digital Advertising Alliance (EDAA), the Digital Trade Standards Group (DTSG/JICWEBS), and COUNTER (Counting Online Usage of Network Electronic Resources).