Initially, the Gold Standard will have three fundamental aims – to reduce ad fraud, to improve the digital advertising experience and to increase brand safety.
Spearheading the initiative are 23 IAB UK board member companies (including Facebook and Google) who have publicly signed a letter committing to the following three actions:
- reduce ad fraud by implementing the ads.txt initiative on all sites carrying ads;
- improve the digital advertising experience by adhering to the LEAN principles, the Coalition for Better Advertising standards and never using the 12 "bad" ads;
- increase brand safety by working with Jicwebs with a view to becoming certified or maintaining certification.
The deadline for these companies to implement these initiatives will be confirmed in the coming weeks.
The 23 board member signatories are AppNexus, Bauer Media, ESI Media, Facebook, Google, Guardian Media Group, GroundTruth, Immediate Media, Mail Brands, Microsoft, News UK, Oath, Quantcast, RadiumOne, Teads, Telegraph Media Group, TripAdvisor, Trinity Mirror Solutions, Twitter, Vevo, Viant, Videology & Weve.
Going forward, the IAB will encourage all its members to commit to this new standard.
"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," IAB’s chief digital officer Tim Elkington, said. "Media owners need to send a clear signal to advertisers and agencies that they take their responsibilities seriously to offer the best environment possible so that brands can confidently use digital advertising."