Digital Ad Trust
Ringier Advertising is certified to the Digital Ad Trust standards for display and video formats on desktop and mobile. This award confirms our commitment to quality, transparency and security in digital advertising. It covers all four key areas: Visibility, Brand Safety, Ad Fraud and User Experience (UX).
The Digital Ad Trust certificate stands for high-quality and trustworthy advertising inventory. For full certification, the requirements in all four areas must be met. We use an MRC-accredited third-party tool to independently measure brand safety, ad fraud and visibility. The certification is awarded by the Digital Ad Trust association, which is supported by the three industry associations IAB Switzerland, Leading Swiss Agencies (LSA) and the Swiss Advertisers Association (SWA).
Overview of Digital Ad Trust certifications
Visibility
Ad visibility indicates how often and for how long an advert actually appears in the visible area of the screen. We publish the visibility values of our advertising media transparently in our price lists – either as guaranteed values, as indicators or in the form of a bandwidth. We are also committed to achieving an average visibility rate of over 60 % (according to the 50/2 standard) and to continuously reducing the number of non-visible impressions.
Brand Safety
Brand safety means that advertising campaigns are only played out in brand-compliant and trustworthy environments. We guarantee that our pages comply with the guidelines of the IAB/LSA/SWA white paper ‘Brand Safety’. Impressions that are delivered on pages that do not meet these standards may account for a maximum of 2% of the pages with adverts or impressions provided. Compliance with this requirement is regularly checked by an independent third-party tool.
Ad Fraud
Ad fraud refers to the faking of invalid or fraudulent advertising services, for example through bots or unwanted clicks. We use an MRC-accredited third-party tool to detect and minimise both general invalid traffic (GIVT) and sophisticated invalid traffic (SIVT). Our aim is to keep the proportion of SIVT permanently below 2 %.
User Experience (UX)
A good user experience is crucial for the acceptance of advertising. We avoid disruptive advertising formats in accordance with the guidelines of the Coalition for Better Ads, clearly label advertising and ensure that editorial content always takes centre stage. In this way, we create a user-friendly and high-quality advertising environment.
Visibility
Video Visibility describes how long a video advert appears in the viewable area. We measure the viewability of all our instream and outstream formats on desktop and mobile in accordance with the 50/2 standard. The corresponding values are published transparently and as guaranteed data, guideline values or bandwidths. Our goal is an average visibility rate of over 60 %.
Brand Safety
Brand safety means that video campaigns are played out in a trustworthy and brand-compliant environment. We guarantee that our pages meet the standards of the IAB/LSA/SWA white paper ‘Brand Safety’. Pages that do not fulfil these criteria may only account for a maximum of 2 % of the video impressions delivered. The check is carried out by an MRC-accredited third-party tool.
Ad Fraud
Ad fraud includes all measures that pretend to be an advertising service although it has not been provided, for example through automated traffic. We use an MRC-accredited third-party tool to recognise and eliminate GIVT and SIVT. The audits are based on at least 2.5 million ad impressions or 10 % of the campaign data. The SIVT share remains below 2 %.
User Experience (UX)
The user experience ensures that video adverts are played in the most user-friendly way possible. The sound is deactivated by default for autoplay videos. With click-to-play, the sound may be active as long as a deliberate click is made. Our video adverts are embedded in such a way that they do not disrupt the user experience – in accordance with the guidelines of the Coalition for Better Ads and Digital Ad Trust.
