NEWS5 August 2009

IASH picks ComScore for website vetting task

New business UK

UK— The Internet Advertising Sales Houses (IASH), a council of the Internet Advertising Bureau, has appointed ComScore to provide independent site vetting services to ensure online ads are placed next to suitable content.

ComScore will classify 12,000 websites according to their suitability for hosting display advertising, providing advertisers with more information about the content against which their ads are being placed by online advertising networks.

Julia Smith (pictured), IASH’s senior manager, said: “It has been a key objective for IASH to provide our members with a comprehensive and central solution to site vetting. We are delighted to announce that we have selected ComScore to be our partner.

“It will not only reduce the level of administration for our members, but will provide a high level of independence and consistency within the network ad business model.”

ComScore Europe’s senior vice president and managing director Mike Read said: “Increased site content transparency is essential for the continued growth of online advertising, not only in the UK but across Europe.”