Ad networks to protect and serve better

• Innity and Admax improve offerings
• Innity is the first ad server system BPA certified in Asia
• Admax launches Admax Certified Inventory program
  

Regional - Ad network rivals, Innity and Admax have both announced new initiatives to boost the transparency of service offerings.

Innity Malaysia recently became the first ad server system to sign up for BPA Worldwide's ad server system certification program in Asia.

Yesterday, Admax said it is leading the way to ensure brand-safety and transparency in the region with its Admax Certified Inventory program.

The program is not certified by an independent party.

Under the program, Admax said its media specialists hand-vet websites and webpages before allowing it to be a part of the network, and monitor inventory to ensure ongoing compliance from its publishers. Ad placements are assessed for site appropriateness and quality, content relevancy, and location of ad placements before it can be labeled as Admax Certified Inventory.

While BPA certified Innity Malaysia said it now provides advertisers additional verification on campaigns beyond Interactive Advertising Bureau (IAB) requirements. These added benchmarks include a disaster recovery/business continuity process review, behavioral/activity-based filtering procedures and the reporting of the time at which data is considered final.

"Advertisers attach importance to the accuracy and transparency in their digital campaigns," Glenn Hansen, president and CEO for BPA Worldwide said.

"It [Innity] is the first ad server system certification conducted by BPA Worldwide in Asia, which opens a new chapter for our growth in this promising market."

On the issue of transparency, Admax also said it is a transparent network by providing a full listing of the sites in its network.

"Brand-safety is always a top priority and complete transparency on ad placements is the ideal solution. Admax Network gives you the confidence to display your brand in our network by certifying all our inventory is brand-safe, relevant and transparent," Grant Watts, CEO of holding company DMS Group, said.

Recently, Admax adopted global click fraud prevention software Click Forensics into into its Adrenaline platform in a bid to eliminate invalid clicks before it reaches the advertisers.