Why expanding Quality Assurance Guidelines matters

11/15/2012 | Business Insider

IAB's drive to expand Quality Assurance Guidelines to all facets of the online ad world, not just networks and exchanges, aims to protect brands on all digital fronts, writes IAB's Rob Rasko. The companies backing the initiative speak to its potential, but questions remain regarding the guidelines' audit process as well as ad verification processes. Getting ad buyers on board with the effort remains critical, he notes.

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