The Interactive Advertising Bureau has unveiled an Ad Network & Exchange Quality Assurance programme to certify organisations that are compliant with its guidelines.
To gain accreditation, participants in the scheme need to undertake an internal audit, appoint a compliance officer to ensure the guidelines continue to be adhered to and undergo training. They then receive a seal that can be placed on their web site and in their marketing materials.
Randall Rothenberg, the IAB’s president and chief executive, said: "The Ad Network & Exchange Certification programme is the next step of the Quality Assurance Guidelines and gives marketers an extra level of comfort that companies carrying the IAB seal are brand safe and deliver what they promise."
Such promises include a commitment to transparency and accountability, he added.
Seventeen organisations have already been certified under the initiative, including AOL/Advertising.com, Google, ValueClick Media and Traffic Marketplace and seven more are currently going through due process.
If they fall short of their commitments, however, the IAB has set up an area on its web site via which consumers can file complaints. The organisation promises to investigate any gripes with the help of an independent third party under the direction of a Steering Committee of IAB member ad networks and exchanges. If the complaint is upheld, accredited companies can be stripped of their seal.