IAB UK to launch Gold Standard 2.0 with renewed certification criteria

IAB UK

Gold Standard to relaunch later in the year incorporating the Transparency and Consent Framework


  • Gold Standard 2.0 will incorporate the Transparency & Consent Framework

  • Plans for an independent audit of the Gold Standard certification process

A new iteration of IAB UK’s Gold Standard will be launched later this year, bolstering the certification process and incorporating steps to address privacy concerns within the digital supply chain.

Gold Standard 2.0 will require companies to adopt IAB Europe’s Transparency & Consent Framework version 2 (TCF v2.0). This will be introduced in Q4 2020, following a process of industry consultation to agree the compliance criteria for incorporating the TCF within Gold Standard certification.

In addition, IAB UK plans to employ an independent third-party to audit the Gold Standard certification process, ensuring the robustness of the industry standard. Both plans were announced by IAB UK’s Chief Digital Officer Tim Elkington at the industry body’s Digital Trust Forum this morning.

In its current form, the Gold Standard brings together industry programmes to combat ad fraud, increase brand safety and improve the digital advertising experience for users. Companies need to take three steps to certify: implement IAB Tech Labs’ ads.txt, undergo an independent JICWEBS DTSG audit and adhere to the principles set out by the Coalition for Better Ads. There are currently 93 media owners, media agencies and ad tech companies certified and 11 registered to certify.  

Commenting on the evolution of the Gold Standard, Elkington said: “The Gold Standard only remains relevant if it evolves to keep pace with challenges our industry faces. As we seek to improve transparency and build trust in digital advertising, addressing privacy concerns is a key part of that. We will now be embarking on a process of consultation with IAB UK members to agree how to effectively incorporate the TCF into the Gold Standard – a key step as we seek to build a responsible and sustainable future for the digital ad industry.”

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