Supporting the IAB Gold Standard

Find out how brands and advertisers can support the work we are doing to improve the digital advertising experience, help compliance with the GDPR and ePrivacy law, tackle ad fraud and uphold brand safety within the industry

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What is the Gold Standard?

IAB UK’s Gold Standard was launched in October 2017 and has four simple but fundamental aims – to improve the digital advertising experience, help compliance with the GDPR and ePrivacy law, tackle ad fraud and uphold brand safety.

As an advertiser, the Gold Standard benefits both your consumers and your business by improving the digital ad experience. Play your part in creating a better advertising ecosystem online by pledging to actively support the Gold Standard’s principles.

It’s in all of our best interests to collectively raise online ad standards, as we strive to communicate to our customers in the most helpful, relevant and effective way. The IAB Gold Standard is a clear start to building better standards across the industry.

- Nick Ashley, Head of Media and Campaign Planning, Tesco

Quick Link: Get in touch to become an advertiser supporter

Email us if you would like to join the advertisers who are supporting the Gold Standard.

The aim of the IAB Gold Standard reflects what we consider to be one of the most important challenges in digital advertising today for all brands. We look forward to continuing our work with fellow Gold Standard supporters, as we work together to raise standards in the industry and create a better consumer experience.

- James Donovan, Digital Senior Manager, Coca-Cola Co.

Becoming a supporter

Commit to working with Gold Standard-certified companies, publishers and media owners, this means:

  • Minimising ad fraud by working with authorised sellers that are verified through the (app-)ads.txt and sellers.json initiatives 

  • Prioritising TAG Brand Safety Certified Guidelines suppliers who have demonstrated they take steps to ensure brand safety and are minimising the risks of ad misplacement

  • Never using unpopular and interruptive ad formats that are banned by the Coalition for Better Ads

  • Prioritise working with companies that have implemented the Transparency & Consent Framework to help compliance with the GDPR and ePrivacy law


Gold Standard certified stamp

Who's certified?

Certification is for all companies who deliver digital advertising – from publishers to agencies and all the ad tech companies in between. Nearly 100 IAB members are certified Gold Standard. 

See how many of your downstream partners are certified. 

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Your questions answered

FAQs for Advertisers

Here we answer some of the most-asked questions from advertisers about the Gold Standard.

Rediscover the joy of digital advertising

Champion connections instead of clicks. Capture audiences' imaginations, not just their attention. Boldly move to your own beat instead of letting tech set the pace. It’s time to rediscover the joy of digital.