July 26th, 2016 – GroupM is intent on raising the bar in digital advertising by tasking John Montgomery with expanding ad accountability and clamping down on fraud globally.

“As brand safety officer, Montgomery, also executive vice president, will work to ensure “the highest standards for digital advertising viewability, third-party audience verification, and anti-piracy controls”.

He will work with digital advertising and media trading experts at Mindshare, MEC, MediaCom, Maxus, Essence, Xaxis and scores of regional companies to create a set of global safety standards to clean up ads across the board.

Niall Hogan, UK managing director and strategic development lead for Integral Ad Science’s EMEA business, said: “We welcome this appointment by GroupM, as it reassures advertisers that the industry is taking the challenges around brand safety in digital advertising seriously. This is a great first step in addressing advertiser’s demands for a more transparent digital ecosystem and we would expect other agencies to follow suit.”

Read the full article here.