We’ve been certified Gold Standard by the IAB

08 Jun, 2018

We’re delighted to announce that we are one of the first companies in the UK to have been certified Gold Standard by the IAB (Internet Advertising Bureau UK).

We have long been committed to improving digital advertising standards through responsible advertising and supporting best practice industry initiatives, and our certification reflects this.

What’s the IAB’s mission?

The IAB’s mission is to raise standards in digital advertising so that together we can build a sustainable future for the industry. And their new Gold Standard programme is open to all IAB UK members trading in digital advertising.

The Gold Standard’s aims are to:

1. Reduce ad fraud through the implementation of the ads.txt initiative on all sites selling digital advertising. This shows who is authorised to sell a specific site’s inventory and prevents the selling of spoofed or fake inventory.

2. Improve the digital advertising experience by adhering to the LEAN principles and the standards set by the Coalition for Better Advertising.

3. Increase brand safety by working with JICWEBS to ensure that the Display Trading Standards Group (DTSG) Brand Safety Principles are valuable, applicable and continue to evolve with market expectations.

To gain certification, companies must prove they have complied with the necessary commitments to meet the Gold Standard. They are then entitled to use the colour Gold Standard Certified Badge on their website and marketing materials.

In the future, the Gold Standard could also expand to cover other aspects such as audience measurement and viewability. Crimtan has already gone one step further than the Gold Standard requirement by completing an independent audit confirming successful implementation of the JICWEBS Good Practice Principles for reducing the risk of ad fraud.