Groupm, including INCA, and XAXIS certified in line by JICWEBS Brand Safety Principles

groupm and xaxis


GroupM, the world’s largest media investment group and Xaxis, its outcome-focused media company have received renewed certification from The Joint Industry Committee for Web Standards (JICWEBS) for brand safety. The GroupM Certificate also covers INCA, its influencer marketing, content and amplification solution – making it the first to include influencer marketing as part of DTSG Certification

JICWEBS’ Digital Trading Standards Group (DTSG) Good Practice Principles aim to ensure best practices in the UK’s digital advertising market, ultimately giving brands greater confidence that their advertising will reach the right audiences and will not be associated with content that could jeopardise brand reputation and consumer trust.  JICWEBS certification demonstrates that a company is providing targeted protection against ad misplacement.

Industry-owned ABC supplies the online media industry with a trusted and robust currency on which media space can be bought and sold and is JICWEBS’ independent and approved auditor. ABC’s audit of GroupM’s and Xaxis’ operation shows continued alignment with JICWEBS principles.

“Brand safety is still a key concern within digital advertising and the industry has a responsibility to both raise and adhere to defined standards of media quality,” commented Stevan Randjelovic, Director Brand Safety and Digital Risk at GroupM EMEA. “The DTSG Principles play an essential role in building a more accountable ecosystem and providing an independent assurance of quality. We are delighted to once more be counted among those who uphold industry best standards to protect advertisers and raise consumer trust while delivering real value.”

Simon Redlich, Chief Executive at ABC, said: “We are delighted to have audited GroupM, including INCA, and Xaxis, to the JICWEBS Digital Trading Standards Group (DTSG) Good Practice Principles. Our auditing services give the industry confidence about compliance with JICWEBS’ industry-agreed standards, raising the bar in the important area of brand safety.”

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