As advertising technology evolves, so does the need for advertisers to increase their focus on brand safety. SpotX is committed to building a better, safer, and more transparent industry to help advertisers understand exactly where their ads appear online. The importance of ad quality cannot be understated. It’s for this reason that we are working with the World Intellectual Property Organization (WIPO), becoming the first ad platform user of the WIPO Alert database, a global database created to help prevent ad-supported piracy.
A self-funding agency of the United Nations with 192 member states, WIPO is the global forum for IP services, policy, information, and cooperation. Its mission is to develop a balanced and effective international IP system that enables innovation and creativity.
The WIPO Secretariat created WIPO Alert to share information about websites and apps that are committing copyright infringement. These sites either make money via online advertising or by distributing malware or adware via their websites – many times this malware or adware is a mechanism to commit online ad fraud.
In an aim to undercut the entire ecosystem with a “follow-the-money” approach, the initiative’s goal is to aggregate national lists of websites found to be infringing copyrights. These lists are made available to advertisers, agencies, and technology providers via the secure WIPO Alert platform. This helps advertisers prevent their ads from appearing on IP-infringing websites or apps, while also cutting off revenue to the infringing sites. The information contained in the lists is verified and uploaded by authorized contributors at the national level.
The WIPO Secretariat’s role is to administer the platform, to assist members of the system, and to promote WIPO Alert. The organization will approve users of and contributors to the database, such as SpotX, thereby ensuring only accepted advertisers can access the database information.
Brand safety has been a priority for our team since day one. We are a firm believer in removing bad actors from the ecosystem and making sure that ad dollars are flowing through legitimate channels – not into the pockets of fraudsters. Tapping into this database is just one more way we can ensure inventory quality to help better the industry and protect advertisers’ investments.
The SpotX Brand Safety Manifesto
Trust is the fabric of enduring and successful relationships. Without trust, we don’t excel.
Which is why at SpotX we put your trust above all else. When we say we’re committed to brand safety, this isn’t a shallow promise, it is a dedicated pursuit of excellence.
We do not accept that there is a place in our industry for fraud and veiled practices — we reject the notion that transparency should be considered a ‘value add’ or that fraud is just the cost of doing business. We are committed to communicating and operating openly, honestly — and with the ability for our trading partners to be successful at the forefront of all that we do.
For this reason, we are committed to providing an open and honest trading environment for media owners and advertisers alike. An infrastructure that is powered by technology, but fueled by integrity.
At SpotX, brand safety is our number one priority.
For the latest brand safety developments and advice, subscribe to the quarterly SpotX Guardian newsletter.
This article was written by Nick Frizzell, VP, Inventory Quality and Planning at SpotX.