The Internet Advertising Bureau (IAB) and ad network body IASH have launched an investigation into ad exchanges after Yahoo!-owned exchange Right Media was implicated in ad misplacement.
Both bodies are in talks with ad exchanges with a view to bringing them under tighter regulation. They have demanded exchanges become IASH compliant in a bid to ensure ad misplacement doesn't continue.
The investigation comes as NMA has discovered more brand ads on extreme sites, with ads from easyCar and T-Mobile being served on explosivefightvideos.com.
James Aitken, chairman of IASH, said, "Because ad exchanges are part of the buying process they need to be vetted. We're talking to all the ad exchanges in the UK." Guy Phillipson, CEO of the IAB, said, "We're discussing how exchanges can become IASH compliant so when an agency buys inventory it knows it has been checked."
The move follows reports in NMA last week that blue-chip brands like ING Direct, Orange and Virgin Media were unknowingly advertising alongside and pornography ads and fighting content on Onlyfights.com.
IASH has launched an investigation with the ABCE into the affair.
NMA can reveal that Right Media, one of the biggest ad exchanges in the UK, has been implicated.
Roger Williams, director of international marketing at Right Media, said, "When content is inadvertently miscategorised by a member of the exchange, we help our members communicate to correct the situation. We have rigorous standards and guidelines for our members."
Trade bodies the IPA and ISBA, which represents more than 400 major advertisers, have expressed concern over the issue.
Nigel Gwilliam, head of digital at the IPA, said, "This is an infrequent but damaging issue. We need to establish what happened and which organisation is responsible."
Michelle Sherlock, media and ad manager at ISBA, said "Advertisers need assurances that their brands will not be compromised."
See News Analysis, page 14
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