Mindshare, Mediacom, Wavemaker, Essence and M/SIX independently audited and certified for compliance with best industry Brand Safety practices

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Today, following an independent audit by industry-owned auditor ABC, all five GroupM UK agencies (Mindshare, MediaCom, Wavemaker, Essence and m/Six) have been certified for compliance with the JICWEBS Digital Trading Standards Group (DTSG) Good Practice Principles. The aim of the Good Practice Principles is to enhance transparency in the UK digital display advertising market, ultimately giving brands greater confidence that their advertising will reach the right audience and will not be associated with content that could jeopardise brand reputation.

Throughout the audit process, Essence, MediaCom, Mindshare, m/Six and Wavemaker have demonstrated that their internal brand safety practices are fully in line with the best industry practices, across different channels including programmatic and social.

GroupM is the world’s leading media investment company. Founded in 2003, today the group operates in 80 markets and represents 30% of all media billings worldwide through its agencies including Mindshare, MediaCom, Wavemaker, Essence and m/SIX, as well as the outcomes-driven programmatic audience company, Xaxis.

Stevan Randjelovic, Director of Brand Safety and Digital Risk at GroupM EMEA comments: “We are thrilled to have all GroupM UK agencies join the line-up of our businesses (Xaxis, INCA, Programmatic Services and GroupM Premium Supply) who hold the DTSG seal for best brand safety practices,” said Stevan Randjelovic, Director of Brand Safety and Digital Risk at GroupM EMEA. “With every day passing, it is clear that brand safety remains a prevalent concern and priority for the industry. Our recently published Brand Safety Playbook looks into these new challenges and provides guidance on how to address them. By certifying our agencies, who account for a lion share of the UK ad spend, we continue to hold our business accountable to the high standards.” 

Simon Redlich, Chief Executive at ABC, said: “We are delighted to have audited all GroupM UK agencies 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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