4A's Advertiser Protection Bureau Introduces Resources for Stronger Ad Buying Guidelines

They will address risk in ad buying

The American Association of Advertising Agencies (4A’s) Advertiser Protection Bureau (APB) introduced two new Advertising Assurance resources today, the Brand Safety Floor and the Brand Suitability Framework.

“The best thing for the industry is transparency” and moving away from “fragmented standards,” UM global brand safety officer Joshua Lowcock told Adweek. He added that the new standards will be valuable for discussions with both clients and publishers while also restoring client’s confidence in media agencies.

4A’s executive vice president, media and data practice Louis Jones explained that in the past, media plans for platforms like TV and print included “buying guidelines” but “digital grew so fast and in so many different directions that there was never really an opportunity to come up with [such guidelines].



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