Outdoor advertising company JCDecaux has launched a brand charter that lays out standards for the trading of digital Out of Home (DOOH) to coincide with the introduction of its own automated trading platform.

BrandDO sets guidelines on the issues of viewability, measurement, accountability, transparency and brand safety. It will be verified and audited by PricewaterhouseCoopers (PwC).

In addition to the brand charter, JCDecaux UK has launched a trading and planning supply side platform (SSP) featuring an integrated content management system (CMS) and geolocational data management platform (DMP). The SSP uses IAB OpenDirect and OpenRTB protocols, while the DMP incorporates data from Telefonica, Route, CACI and YouGov.

“This is a landmark moment for JCDecaux as we launch our brand charter, BranDO.  At the same time, we are launching our automated trading platform, which signifies the transition to trading viewed impressions rather than frames. The online industry has provided incredible innovation when it comes to ad delivery. Along with this innovation comes a real responsibility to advertisers,” said Spencer Berwin, co-CEO at JCDecaux UK.

“As we announce our automated trading capabilities, we are launching BranDO to be the framework for quality standards in DOOH. We must maintain advertisers’ trust and create working practices that ensure a brand safe environment. We are committed to growing the medium through a new automated platform by putting the advertiser at the heart of what we do.”