JICWEBS Adds Online Video to Viewability Guide

The UK's Joint Industry Committee for Web Standards (JICWEBS) has produced guidelines for products that aim to measure the viewability of online video.

JICWEBS is formed from trade bodies the Association of Online Publishers (AOP), IAB UK, News Media Association, ISBA and the IPA. The new guidelines form part of the updated Principles for Viewability Products, which was produced by a cross-industry group, along with learnings from the MRC and IAB in the US.

Richard Foan (pictured), JICWEBS Chairman, comments: 'Video spend is growing at over three times the rate of overall online spend, consequently, advertisers are becoming more focused in their demand for greater transparency in this area. This update helps their conversations with the sell-side and viewability vendors, to improve understanding of and trust in digital advertising'.

The guidelines can be viewed here: http://jicwebs.org/images/JICWEBS_Viewability_Product_Principles_May_2016.pdf .