Both GroupM (Digital Programmatic Services) and Publicis Media have now been through the three-stage process and are committed to the following:
1. Reducing ad fraud through the implementation of the ads.txt initiative
2. Increasing brand safety by working with JICWEBS to uphold the Display Trading Standards Group (DTSG) Brand Safety Principles
3. Improving the digital advertising experience by adhering to the LEAN principles and the standards set by the Coalition for Better Advertising and never using the 12 bad ads that offer people a poor digital advertising experience in desktop web or mobile web environments
The buy-side, including both agencies and advertisers, play an essential role within the Gold Standard, as they mandate how their digital advertising should be delivered. Unlike previous standards, the IAB Gold Standard applies more broadly and defines expectations for every part of the digital advertising value chain, including buyers.
Announcing the addition of these latest agencies to the Gold Standard Certification List, Tim Elkington, Chief Digital Officer, IAB, said “We are delighted to see two major media buying groups get behind the IAB Gold Standard in such a prominent manner. With GroupM and Publicis Media joining MC&C Media, Mediacom North, Spirit Media and Total Media, and a further six media agencies going through the certification process, it is testament to how the entire industry has embraced the Gold Standard.”
Alongside the new network agency certifications, further agency support has come from the7Stars, Amnet Manchester, Goodstuff Communications, Havas, UM London and Xaxis, who have all recently registered their commitment to complete the Gold Standard process.
Commenting on the news, Publicis Media UK CEO, Sue Frogley, said: “We support the IAB’s vision of creating a sustainable future for digital advertising and are delighted to complete the IAB Gold Standard certification process. It is incumbent on our industry, and the entire media ecosystem as a whole, to work together to tackle the major issues encompassed by this standard so we urge our peers and partners to get involved and get certified – after all it will be to the benefit of us all.”
Bethan Crockett, Senior Director of Brand Safety and Digital Risk, GroupM EMEA continued: “GroupM has been a vocal supporter of the Gold Standard initiative since it was first announced in January this year. It is important that the industry commits widely to implementing best practice standards to demonstrate accountability and to drive quality execution across digital advertising. I’m thrilled that GroupM has been able to certify our Digital Programmatic Services under the Gold Standard principles. We will continue to support and encourage all our partners to adopt the IAB Gold Standard.”
Companies who sign up to the Gold Standard programme have six months to complete certification. This includes implementing changes to both technology platforms and processes covering ad fraud, brand safety and user experience, with compliance criteria tailored to each part of the value chain.
There are currently a further 37 companies registered for the Gold Standard and in the process of completing their certification.