Project Sunblock has received its second ABC certificate reviewing the capability of the company’s content verification (CV) services. Project Sunblock demonstrated an ability to respond to changes in page content in real time. The results also revealed it remains one of the fastest products tested in responding to client changes in inappropriate filters.

The certification process rigorously tested the ability of the product to block or report, in real time, the serving of an online advertisement onto destinations that customers have deemed as inappropriate or of no value to the overall advertising campaign.

The second certification, coming a year after the original, is the result of ABC’s certification programme which is based on industry standards approved by JICWEBS. The programme requires testing at regular intervals to ensure that any product updates or changes to the industry standard are accounted for through the certification programme. The standards were developed in direct response to advertisers’ demands for greater confidence in the online trading process and will continue to be refined over time to ensure they reflect on-going industry needs.

Project Sunblock natively recognises 11 languages, with offices in North America, the NZ, and Germany. The platform is designed to protect brands online and is the product of the online advertising buying process becoming increasingly automated. As trading methods develop, the certification of CV tools to industry standards is seen as a way of bringing greater transparency in the abilities of CV technology.

Andrew Goode, Chief Operations Officer at Project Sunblock, said: “For the second year running we’ve been recertified by ABC, validating at the highest industry standard the work that we do. It demonstrates that for brand safety in an increasingly complex digital trading marketplace, we’re the team to choose. With the increased use of automated trading, brand safety tools have never been more important as part of the planning and buying cycle. ABC’s acknowledgment of Project Sunblock’s platform is further evidence that our product is a best in breed. As online advertising looks for better ways of controlling where it’s placed, brand safety tools are going to be ever more required.”

Richard Foan, Group Executive Director or Communication and Innovation at ABC commented, “Congratulations to Project Sunblock for achieving their second ABC certificate for their content verification product. Their on-going commitment to delivering transparency in the capability of CV technology is increasing trust and driving growth in brand safe online advertising.”