In an effort to raise standards in digital advertising, and address key issues facing the industry, the IAB UK is launching the ‘IAB Gold Standard’ initiative, comprising three primary actions that media owners can take.
Initially, the Gold Standard has three fundamental aims:
- Reduce ad fraud by implementing the ads.txt initiative on all sites carrying ads
- Improve the digital advertising experience by adhering to 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 changes should be welcomed by the industry, and need to be implemented as soon as possible, according to Joy Dean, director, partnerships and platform sales, Widespace: “While it’s all our responsibility, it’s brilliant that the IAB has tasked itself with leading the charge in cleaning up online advertising. It will be equally as important to ensure media owners understand the benefits of working with partners who value the IAB’s Gold Standard initiative and are making changes themselves, regardless of whether they have been asked to.
Read the rest of the article here: Launch of Gold Standard Is a Positive Step But More Still Needs Doing
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