In the UK, online measurement firm comScore has been selected as the sole provider of site content vetting on behalf of the Internet Advertising Sales Houses (IASH) – a council of the IAB (Internet Advertising Bureau) founded to police the activities of sales houses.
The initiative requires the classification of more than 12,000 sites by degrees of suitability for hosting display advertising.
IASH says that this will deliver greater ‘trust, transparency and confidence’ to advertisers and agencies which want to be assured their ads are not being placed alongside potentially ‘objectionable’ content.
‘It has been a key objective for IASH to provide our members with a comprehensive and central solution to site vetting,’ said Julia Smith, Senior Manager of IASH. ‘We are delighted to announce that we have selected comScore to be our partner. It will not only reduce the level of administration for our members, but will provide a high level of independence and consistency within the network ad business model.’
Last week, comScore reported a 9% rise in second quarter revenues to $31.4m.
The initiative requires the classification of more than 12,000 sites by degrees of suitability for hosting display advertising.
