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G is for Gold Standard

Unruly has been certified for the IAB UK’s Gold Standard. But what is it, and what does it mean to be certified?

The IAB UK Gold Standard is a key element of the IAB’s vision to build a sustainable future for digital advertising. Launched in 2017,  it has three simple but fundamental aims:

1. Reduce ad fraud through the implementation of, or by demonstrating support for, the IAB Tech Lab’s ads.txt initiative. Ads.txt allows domain owners to list who is authorised to sell their inventory, preventing the selling of spoofed or fake inventory.

2. Increase brand safety by becoming certified signatories to the JICWEBS Digital Trading Standards Group (DTSG) Brand Safety Principles (for current non-signatories) or by continuing to have their policies and processes independently verified (for current signatories).

3. Improve the digital advertising experience for consumers by adhering to the IAB Tech Lab’s LEAN Principles and the standards set by the Coalition for Better Ads.

Aat the time of launch,Tim Elkington, Chief Digital Officer, IAB commented: “Everyone agrees that digital advertising standards need to improve to keep this industry sustainable and thriving. The IAB Gold Standard is a practical measure that demonstrates media owner commitment to making this happen.” He also recorded this short film explaining the Gold Standard in more detail.

The full list of Gold Standard Certified and Registered companies can be found here.

Explore more of our A-Z of adtech series here.