Gold Standard

More information on The Gold Standard and its aims

Share this


IAB UK is committed to building a sustainable future for digital advertising and since it was announced in October 2017 The Gold Standard has been a key part of this vision.

Initially launched with the support of 24 IAB UK Board Members, as they signed an open letter to the industry committing themselves to become certified, almost 100 companies have now achieved this goal.

The Gold Standard has now been expanded to include advertisers within its remit and version 2.0 is scheduled to launch later this year.  


Aims of the IAB UK Gold Standard

1. Reduce ad fraud through the implementation of, or by demonstrating support for, the IAB Tech Lab's ads.txt initiative. Ads.txt allows domain owners to list who is authorised to sell their inventory, preventing the selling of spoofed or fake inventory.

2. Increase brand safety by becoming certified signatories to the JICWEBS Digital Trading Standards Group (DTSG) Brand Safety Principles (for current non-signatories) or by continuing to have their policies and processes independently verified (for current signatories).

3. Improve the digital advertising experience for consumers by adhering to the IAB Tech Lab's LEAN Principles and the standards set by the Coalition for Better Ads.

Please note: there is no cost to IAB UK members for participation in the Gold Standard itself. However, certification for the JICWEBS DTSG does carry financial costs which you can find out more about here.


What is the IAB UK Gold Standard Group?

The Gold Standard Group is a cross-industry committee of IAB UK members that make key decisions on Gold Standard issues - for example, what different types of company have to do in order to comply with the Gold Standard. The members of the group are listed below:

Accenture, Adcolony, Bauer, Exponential, Facebook, Google, GroupM, Index Exchange, Inskin, MGOMG, MMM, NewsUK, OMG, OpenX, Publicis, Quantcast, Shpock, Spark Foundry, Teads, The Guardian, Verizon, Xandr

If you would like any more information on the Gold Standard group, you can enquire here.

Written by


Share this

Looking to boost your skills?

Lasting two hours each, our virtual training modules have been designed to fit into your day while you work from home and provide you with the opportunity to learn new skills and keep your team up-to-date with latest best practice.