Friday, June 21, 2024

    Localised support key to ad compliance automation, says MCP

    While automated as scanning saves on the donkey work, its is people on the ground across the world that is key to monitoring ad compliance. So says Monitoring Compliance Partners (MCP), which has remote stations now live in 16 territories across 4 continents.

    Monitoring and Compliance Partners’ (MCP’s) proprietary technology, VeriScanner, is an automated, intelligent Ad Crawler that scans sites and apps, searching for advertising 24/7 that highlights non-compliant items as well as market trends. Four years in development, the monitoring company initially identified a need for a ‘one stop shop’ to present data that is being marketed on the web

    But, as MCP Director, Declan Pettit commented on their approach, its not just about technology. “Whilst essentially a technology company, a key element to our successful roll-out to date has been employing local resource in the territories in which we operate. All controlled from our head office in UK, our international staff host kit, manage sims and provide translation services. In some cases, for instance Chris in South Africa, Aitor in Spain and Ebru in Turkey, our staff provide support directly to our clients who operate there.”

    He continues: “Whilst tech and automation are important to filter the mass amount of data – we captured more than a million ads in January – all our 37 staff are vital to support, interpret, analyse and escalate where appropriate.”

    New markets so far in Q1 2016 are UAE and India with another eight planned over the coming months. MCP is also rolling out In-app ad scanning functionality across all live territories.

    Toby Padgham, MCP’s Operation’s Director adds: “We know our clients are extremely busy and we also know that changes occur very quickly in the marketplace – so we have released a number of enhancements (UK initially) that help our clients to identify these changes easily. These enhancements include:

    • Territory breakdown graphs by content sector, MNO, merchant and brand
    • Portal search Filter by date and adult/non adult
    • Flow breakdown within Social Media and Search (initially Google) environments”.
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