UK's IAB Upgrades 'Gold Standard' Certification

In the UK, digital ad trade body the IAB has updated its 'Gold Standard' certification, which aims to increase cross-industry transparency and standardise firms' use of consumer data.

The Gold Standard launched in October 2017, with three fundamental aims - to reduce ad fraud, to improve the digital advertising experience and to uphold brand safety. Gold Standard 2.0 adds more rigorous criteria, requiring certified companies to implement IAB Europe's Transparency & Consent Framework (TCF) v2.0.

TCF aims to help all parties in the digital advertising chain ensure that they comply with the EU's GDPR and ePrivacy Directive when processing personal data or accessing and/or storing information on a user's device - including cookies, advertising identifiers, device identifiers and other tracking technologies. Gold Standard 2.0 also incorporates IAB Tech Lab measures to improve accountability within the digital supply chain and strengthen the industry's ability to combat ad fraud.

There are currently 10 companies that are Gold Standard 2.0 certified, and 16 registered for certification, with another 87 certifications under previous Gold Standard criteria, all of whom will have to conform to the new 2.0 standard once their certification comes up for renewal. Eleven Gold Standard advertiser supporters have publicly committed their support and work with Gold Standard certified digital ad suppliers wherever possible: ASDA, Coca Cola, COTY, Gousto, Just Eat, McDonald's, Nationwide, Tails.com, Tesco, Unilever and Vodafone.

IAB UK's Chief Digital Officer Tim Elkington (pictured) says of the launch: 'Since the Gold Standard launched in 2017, it has been embraced by the digital ad industry, making it a powerful initiative to address core issues and drive change from within. It's imperative that the Gold Standard keeps pace with the challenges we face, which is why we're strengthening the criteria to address user privacy and supply chain transparency'.

Emma Saksena, UKI Media Director at Unilever, adds: 'The Gold Standard champions the same values that we are driving through our Responsibility Framework and work with Global Alliance for Responsible Media, which is why we're delighted to be a Gold Standard advertiser supporter. Initiatives such as the IAB Gold Standard are key to a healthy and successful digital ad industry - one that works in the interests of all. As the criteria for the Gold Standard becomes more robust, now is the time for advertisers to get behind it and invest accordingly'.

The Bureau in the UK has around 1,200 members including media owners, agencies and brands; and is online at www.iabuk.com .

All articles 2006-23 written and edited by Mel Crowther and/or Nick Thomas, 2024- by Nick Thomas, unless otherwise stated.