Transparency FAQs

Dazn -TFAQs


These FAQs have been developed by IAB UK members from different parts of the industry to help buyers understand more about the companies operating in digital advertising and where value is being added.

Content correct as of September 2019


The questions fall under three different categories:


What is your business model and how do you make money?

Subscription to live sports broadcasting and advertising revenues from display/video/brand partnerships

Can you outline the full details of the agreement on a booking form / contract?

Yes, our insertion orders include booked impressions, CPMs, targeting and timings. We are also able to share full site-lists.

Will you share who your trading partners are?

Yes, we work with several major holding groups



Do you own the inventory you sell?

Video - 100% yes. Display - 50% owned 50% exclusively represented.

If you don’t own your own inventory then how do you access inventory and which platforms do you use?

Of the 50% of display we don't own, we are contracted by premium publishers to monetise their inventory and control the entire ad stack.

Do you specify your media placements and positions?

Yes, we provide buyers with full visibility on sites and placements

What insights do you provide back to advertisers?

General performance metrics as standard, including impressions, CTR, VTR and Viewability. We are also able to provide screenshots, MOAT metrics and audience insight. For branded content we can provide views/reach figures. We also are able to provide brand uplift studies on a campaign by campaign basis.

Does the inventory you own or access include UGC content?


What brand safety measures do you use?

DAZN Media are fully accredited for the IAB Gold Standard. We also employ negative keyword blacklisting technology on DAZN Player. We work with premium publishers with no UGC and only across sports content.

Which industry standards have you been certified against?

IAB Gold Standard (ads.txt, Coalition for Better Ads and DTSG Brand Safety)

Do you have a policy in place for ad-misplacement?

Yes, you can view our brand safety policy here.

Are you happy to share your optimisation tactics?

We generally sell based on tiers of guaranteed performance however we are happy to work with buyers to optimise where possible and are able to share details of these tactics.



Under GDPR what legal basis are you providing your services under?

Legitimate interest and consent

If consent is the mechanism then can you prove how you obtained it?

We use the IAB Framework on our owned/represented sites and are also registered on the Vendor List

Are you using the IAB Framework?


What other 3rd party data partners require consent for your business to deliver its service?

Our data management platform – BlueKai

What do you do with data you obtain from advertiser’s campaigns or data tags?

Data held within our ad server is used for the purposes of campaign delivery and optimisation

Are advertisers permitted to appoint their own 3rd party partners for verification and measurement?


Will you provide a link to your privacy and data policies?

You can view our privacy and data policy here.

Will you share how you build audience, contextual and targeting segments?



To find out which other companies have completed the FAQs, please visit our members directory here

Please note the answers given are self-declared and are not verified by IAB UK or independently audited, unlike under industry-owned programmes such as JICWEBS. To view the latest JICWEBS Certifications, visit

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