Affectv, which develops solutions to improve the internet by making advertising relevant, and data-driven marketing company RadiumOne have received a certification seal, that their processes reduce the risk of fraudulent ads being served, from JICWEBS (Joint Industry Committee for Web Standards in the UK in Ireland).

The seal was awarded following an independent audit by the Audit Bureau of Circulation (ABC), in relation to JICWEBS’ Good Practice Principles.

“Congratulations to Affectv and RadiumOne for achieving the JICWEBS Seal following verification by ABC. This recognises their application of the JICWEBS Anti Ad-fraud Principles,” said Simon Redlich, chief executive at ABC. “Ad fraud is a major concern facing the industry and organisations such as JICWEBS and ABC are working to deliver practical solutions that enhance transparency and promote good practice.”

Richard Foan, JICWEBS’ chairman, added: “This is genuine red-letter day in the battle against online ad fraud. There’s been a lot to talk but now we’ve seen the first companies to back this up by showing how they’re actively committed to reducing the risk of online ad fraud across our industry. This industry certification is all about building trust through transparency.”

JICWEBS was created by the UK and Ireland media industry to ‘ensure the independent development of standards for measuring performance online and benchmarking best practice for online ad trading’. It is made up of the Association of Online Publishers (AOP), the Internet Advertising Bureau (IAB) UK, ISBA – the voice of British advertisers – and the Institute of Practitioners in Advertising (IPA).