Industry consultation for Gold Standard 2.0

Posted on: Wednesday 03 June 2020

In January 2020, we committed to evolving the existing criteria of the Gold Standard. Find out more about the changes that will come into place from September and let us know your views

In 2017, the Gold Standard was conceived to build a responsible and sustainable future for the digital ad industry. The initial criteria remain valid but in order to stay relevant, the standard needs to evolve to keep pace with challenges faced by the industry. In January 2020 we committed to launch version 2.0 that will build on the existing criteria to reduce ad fraud, increase brand safety and improve the experience for the consumer to additionally incorporate IAB Europe’s Transparency and Consent Framework (TCF). This addition will be a step to address privacy concerns in digital advertising by improving transparency and building trust in digital advertising. The new version will also incorporate IAB Tech Lab’s sellers.json and SupplyChain Object initiatives.

Gold Standard 2.0 will require companies to adopt the TCF as part of certification. Industry consultation is underway to agree the compliance criteria for incorporating the TCF within Gold Standard certification as well as sellers.json and SupplyChain Object initiatives. We welcome feedback on Gold Standard 2.0, with details outlined in the grid, by emailing to comment before Friday 10 July. 

The launch of version 2.0 is scheduled for September 2020. At this point, any companies registering to certify will automatically register for the new version. Companies renewing their current Gold Standard 1.1 certification will be required to meet version 2.0 standards.  


Gold Standard Webinar

This webinar takes you through the background to version 2.0 and the proposed new criteria which will continue to raise standards in digital advertising.

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