The Gold Standard

The Gold Standard is open to all IAB UK members who buy and sell digital media and has been improving the digital advertising experience, reducing ad fraud, and increasing brand safety since it launched in 2017

Aims of the Gold Standard

Reduce ad fraud

By implementing or demonstrating support for IAB Tech Lab's ads.txt initiative.

Increase brand safety

By becoming certified for the JICWEBS DTSG Brand Safety Principles.

Improve the experience

By adhering to The Coalition for Better Ads advertising standards.

Gold Standard

Value of the Gold Standard

Not only does Gold Standard certification improve digital advertising for the whole ecosystem but it also pays to be certified.

Our Digital Adspend Study of 2019 data showed that display investment in Gold Standard companies grew at more than twice the rate of non-certified companies (21% vs 9% year-on-year). 


How does it work?

You can register your company in less than two minutes, then we’ll contact you to confirm eligibility and take some further details. Our certification process has been fully audited by ABC - find out more about what is required to become Gold Standard certified below.


Certified and Registered

Almost 100 companies have become Gold Standard certified, and our process has been audited by ABC to ensure certification is robust and effectively managed. You can see all of the companies certified and those that are registered below, organised by company type.

How to get involved?


Your role as an advertiser

Advertisers play a crucial role in improving the digital ad standards. Advertisers can publicly declare their support for the Gold Standard and its certified companies. Find out more below.


Your role as an employee

Become an expert on the Gold Standard and the challenges it’s addressing by completing the e-Learning exercise and sharing with your team.


Your role as a policy-maker

The Gold Standard plays an essential role in industry self regulation, see what else the industry is doing to self-regulate below.

Register now

Becoming Gold Standard certified couldn't be easier, just fill out this short online form and we'll be in touch to talk about your commitment to brand safety, reducing ad fraud, and improving the user experience.


ABC audited Gold Standard certification process

In early 2020, the Gold Standard certification process was audited to assure thoroughness and rigour and to demonstrate the certificate's value to the industry. ABC undertook the audit as an independent third-party. The Gold Standard Process will be audited every 12 months to ensure standards remain high.

Spreading the Gold


Industry consultation for version 2.0

Version 2.0 will address privacy concerns and strengthen ad fraud measures. Read more about it below.

Lord Gilbert

Gold Standard in Parliament

The Gold Standard initiative was praised in parliament by two peers. You can watch their speeches in full below. 


The Future is Gold

Jon Mew, CEO at IAB UK on milestone birthday's, increased responsibility and tackling ad fraud.


Gold Standard in Marketing Week

Tesco and McDonald’s are the first brands to commit to The Gold Standard to clean up digital advertising

Hear from our members

Bethan Crocket, GroupM

"The Gold Standard pulls together industry standards and is a must-have for everyone operating in digital advertising"

Alexander Deats, Media iQ

"The core pillars that underpin the initiative are consistent with Media IQ's on-going commitment"

Matthew Newcomb, Inskin Media

"The IAB's Gold Standard is a critical initiative to encourage transparency and reassures advertisers"

Looking to boost your skills?

Lasting two hours each, our virtual training modules have been designed to fit into your day while you work from home and provide you with the opportunity to learn new skills and keep your team up-to-date with latest best practice.