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ABC Issues DTSG Good Practice Principles Seal to The Exchange Lab



LONDON, UK, 3 December 2014: The Exchange Lab has today been awarded the Digital Trading Standards Group (DTSG) Good Practice Principles Seal from independent industry certification provider ABC, demonstrating its commitment to upholding the highest standards in the digital display advertising industry.

As key drivers of the Good Practice Principles within the IAB, this latest industry recognition independently verifies the process that The Exchange Lab has in place. The principles aim to significantly reduce the risks of misplacement of display advertising on digital media properties, uphold brand safety, and protect the integrity of digital advertising across the industry. This award follows the European Interactive Digital Advertising Alliance (EDAA) Trust Seal that was issued to the Exchange Lab after certification by ABC in October 2014.

As a JICWEBS approved Verification Provider, ABC supplies the online media industry with a trusted and robust currency on which media space can be bought and sold. For more information on ABC’s Verification Service please go to:

The Exchange Lab provides clients with a holistic view of the global programmatic marketplace. Proteus, its trading platform, has a unique API integration with the world’s leading demand side platforms (DSPs), including Turn, AppNexus, MediaMath, The Trade Desk, TubeMogul, AdLearn Open Platform (AOP), Adbrain, Yahoo Ad Exchange, DoubleClick Ad Exchange and DoubleClick Bid Manager. Through Proteus, clients have access to 85 exchanges and supply side platforms (SSPs) globally.

Custom API integrations allow Proteus to monitor the market in real time – as market prices move and audiences become exhausted, spend is moved between platforms to give clients the best possible return on investment.

Tim Webster, Co-Founder and Chief Strategy Officer at The Exchange Lab, commented: “Our commitment to online brand safety is ongoing. All of our DSP partners undergo a rigorous audit before they are on-boarded to the Proteus platform, and this accreditation from ABC recognises this formally so clients know they can trade with us in confidence. We will continue to roll out best practice as we on-board new technology platforms to keep our clients at the cutting edge of technology, in a brand safe environment.”

Jerry Wright, ABC Chief Executive, said: “We are delighted to have verified The Exchange Lab to the JICWEBS Digital Trading Standards Group (DTSG) Good Practice Principles. ABC’s verification service gives our industry confidence about compliance with JICWEBS industry-agreed standards and raises the bar in the important area of brand safety, a key milestone in the evolution of digital display advertising.”

About ABC

ABC inspires confidence in the market across the media world by delivering a valued ‘stamp of trust’. ABC underpins the way billions of pounds worth of advertising budgets are traded across the converging media landscape in the UK and beyond.  It has two roles:

  • To bring the industry together to agree standards that define media measurement and determine best practice.
  • To offer independent audit and compliance services, delivering certification, which verifies that data and processes meet the industry-agreed Reporting Standards.

ABC is governed by the industry, for the industry. ABC’s board consists of advertisers, media agencies, media owners and trade bodies. They represent the differing interests of the media industry and meet regularly to agree new standards and make strategic decisions as to how ABC is run. With Board consensus, ABC has the ability to provide certification for any platform. As advertising platforms develop, ABC continually innovates and evolves to ensure its portfolio of products and services delivers to the media industry’s needs.

ABC was established in 1931 and is a founder member of the International Federation of ABC (IFABC), of which ABC CEO, Jerry Wright, is president.  Richard Foan, Group Executive Director of Communication & Innovation, ABC, also chairs the IFABC Web Standards Group, which works to deliver global standards and establish digital good practice across the world.

For further information please visit or contact David Cohen or Isabel Napier-Wilson at Eulogy! on +44 (0) 203 077 2000 or email at:


JICWEBS ( is the Joint Industry Committee for Web Standards. This industry‐owned organisation meets 4 times a year to ensure independent development and ownership of standards for underpinning online ad trading. This provides credibility, comparability and transparency, which is particularly important for advertisers who then have a universally recognised set of principles to work with. ABC audits digital media and systems to these industry‐agreed standards and verifies that the principles have been applied.

Representatives on JICWEBS encompass all areas of the digital industry including advertisers, agencies, media owners and technology providers from the following trade bodies: IPA, IPA digital, ISBA, AOP, IAB, NS, NPA.

Many of the JICWEBS standard definitions have been adopted by all IFABC (International Federation of Audit Bureaux of Circulations, members. The IFABC World Wide Web Standards Group reviews these global metrics every year to make sure they remain relevant to the people spending money on online advertising

For more information please visit:

About the Digital Trading Standards Group (DTSG)

The DTSG comprises representatives from the following sectors of the digital display trading ecosystem: advertisers, agencies, agency trading desks (ATDs), demand side platforms (DSPs), advertising networks, sales houses, advertising exchanges, supply side platforms (SSPs) and publishers.