When dozens of ad networks get together and agree on something, it’s a good bet that it is important to advertisers. Earlier this month, the IAB announced the adoption of its Networks and Exchanges Quality Assurance Guidelines. The aim is to provide advertisers greater transparency into what they’re buying. Specifically, the guidelines provide a common way for networks to describe the inventory they are selling including basic ratings for content, the position of ads on a page and a standard contextual taxonomy. In order to become certified, networks must undergo a certification process working with the IAB and are subject to ongoing review. As a leading voice for greater transparency in our industry, BrightRoll is one of 17 inaugural companies to become certified as compliant with these guidelines.

We believe these guidelines are an important step forward for the industry for three reasons. First, they will reduce friction in the marketplace by allowing advertisers and their agencies a way to easily and accurately understand what they are buying. Second, as online media purchasing via exchanges proliferates, they allow a framework for efficient and confident bidding. Finally, this represents a very real movement in the industry toward greater cooperation and trust between advertisers and networks. Ultimately, this effort removes another impediment for more dollars to flow into online advertising and rewards networks and exchanges for being more transparent.

BrightRoll is proud to be one of the inaugural companies driving this important industry effort forward. The IAB created a brief, but entertaining, video featuring industry leaders talking about what these guidelines mean. Take a moment, check it out and let us know what you think.

– Tim Avila, vice president of product marketing