ABC to Assume Management of 'Viewability Standards'

Following the merger of anti-fraud and brand safety organizations the Trustworthy Accountability Group (TAG) and the Joint Industry Committee for Web Standards (JICWEBS), industry-owned media auditor ABC is to manage the UK's Viewability and AV (Audio Visual) Standards.

The ABC (Audit Bureau of Circulations) sets standards and verifies both data and processes for media brands and intermediaries across multiple platforms. The organisation has worked closely with JICWEBS to develop viewing principles since their initial creation in 2013. ABC's most recent work with these principles has been to develop mobile web and In-app viewability testing, enabling products to become certified for reporting viewable content in both desktop and mobile environments.

As a result of last year's TAG / JICWEBS merger, JICWEB's Board has decided to pass on these standards to ABC, which will draw on its experience as the UK JIC for census data, and as the industry-owned auditor. In addition, ABC will now oversee the AV metrics it first helped to develop more than a decade ago.

Simon Redlich (pictured), ABC CEO, comments: 'We're pleased to be managing these important standards on behalf of the industry. They stand as clear benchmarks of good practice and have been the basis of our viewability and AV audit tests over many years. We look forward to facilitating discussions on future developments to best meet the industry's needs'.

Web site: www.abc.org.uk .