Ikon calls for video exchange transparency

By By David Blight | 5 July 2011

EXCLUSIVE: Ikon Communications has called for greater transparency in video exchanges, with the introduction of new guidelines relating to the planning and buying of digital video. 

As digital video becomes increasingly important, agencies are increasingly relying on video exchanges, similar to online ad exchanges, for the buying and planning of video. 

Ikon currently commits 20% of its digital video budget to video exchanges, but has said that there are potential problems in the video space. These problems relate to the potential for brands' ads to run on unsavoury sites, and to run as "fake" ads, meaning ads which use autoplay, are below the fold or are not on brand safe sites.

The agency's new digital video guidelines say Ikon will only operate across video exchanges which are completely transparent, allowing for buyers and planners "to cherry pick [the] individual site list". 

Ikon is also using ad verification platforms which help to identify "fake" video ads.

Ikon digital director Sandra Wee said: "With the expected increase of video dollars this year, clients have the right to know where their video ads are appearing online. We have evolved our video guidelines to answer these issues and have used technology and an open site list to give clients transparency and absolute confidence. 

"Moving forward, we will work with sites which can provide a site list or who will integrate with our technology partner."

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