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IAB Lauds U.K.’s Standards-Based Initiative; Says Global Program for Digital Supply Chain Trust & Brand Safety Is Imminent

Work by U.S.-Based IAB, IAB Tech Lab, Coalition for Better Ads, Media Rating Council & Trustworthy Accountability Group to Power New Uniform Guidelines Worldwide

NEW YORK, NY (October 24, 2017) —The Interactive Advertising Bureau (IAB) today praised IAB UK in the establishment of an effort to reduce ad fraud, improve digital advertising experiences, and increase brand safety in Great Britain. Called the “IAB Gold Standard,” the British initiative leverages critical standards and solutions from the United States-based IAB, IAB Tech Lab, and Coalition for Better Ads (CBA). IAB leadership is confident that a similar model, in combination with guidance and programs established by the U.S. Media Rating Council (MRC) and Trustworthy Accountability Group (TAG), will soon enable new uniform brand safety guidelines worldwide—and are activating on this strategy.

The British “IAB Gold Standard” requires buy and sell-side implementation of ads.txt (Authorized Digital Sellers), run by the IAB Tech Lab with the goal of halting the sale of counterfeit digital ad impressions by unauthorized resellers, cutting off unsanctioned—potentially criminal—activities. The U.K. program also asks that industry stakeholders adhere to the IAB and IAB Tech Lab’s LEAN principles (Lightweight, Encrypted, AdChoices-supported, and Non-invasive) and the CBA’s Initial Better Ads Standards, which pinpoint ad formats that consumers find particularly annoying, interruptive, or obstructive.

“The IAB UK is setting an initiative in motion that heralds a new era of unified advertising and media trust and quality standards around the world,” said Randall Rothenberg, President and CEO, IAB. “The IAB and IAB Tech Lab have been laser focused on the fight against fraud, fakery, and criminality to create an interactive marketing landscape that allows the ad-supported internet to flourish. Working side-by-side with industry groups like the MRC and TAG, we are building a global model that goes even further than the new ‘Gold Standard’ to guarantee the health of digital media and its role in our society.”

“As our industry grows and faces increased scrutiny, we’re feeling real momentum in the development and adoption of specific solutions—ads.txt, TAG, OpenRTB 3.0, LEAN, and more—that will reduce fraud, increase transparency, and improve consumer experience with advertising,” said Dennis Buchheim, Senior Vice President and General Manager, IAB Tech Lab.

Core elements of the IAB global commitment to trust and quality include:

  • Deploying and honoring ads.txt
  • Adopting LEAN principles and CBA’s Initial Better Ads Standards
  • Seeking appropriate accreditation by MRC or compliance certification by IAB Tech Lab or pursuing similar reviews by market-specific organizations
  • Participating in finalizing the OpenRTB 3.0 specification and adopting it in 2018
  • Obtaining a TAG ID and employing it in ads.txt, OpenRTB, and other channels

About IAB
The Interactive Advertising Bureau (IAB) empowers the media and marketing industries to thrive in the digital economy. Its membership is comprised of more than 650 leading media and technology companies that are responsible for selling, delivering, and optimizing digital advertising or marketing campaigns. The trade group fields critical research on interactive advertising, while also educating brands, agencies, and the wider business community on the importance of digital marketing. In affiliation with the IAB Tech Lab, it develops technical standards and best practices. IAB and the IAB Education Foundation are committed to professional development and elevating the knowledge, skills, expertise, and diversity of the workforce across the industry. Through the work of its public policy office in Washington, D.C., IAB advocates for its members and promotes the value of the interactive advertising industry to legislators and policymakers. Founded in 1996, the IAB is headquartered in New York City and has a San Francisco office.

About IAB Technology Laboratory
The IAB Technology Laboratory is an independent, international, nonprofit research and development consortium charged with producing and helping companies implement global industry technical standards. Comprised of digital publishers and ad technology firms, as well as marketers, agencies, and other companies with interests in the interactive marketing arena, the IAB Tech Lab’s goal is to reduce friction associated with the digital advertising and marketing supply chain, while contributing to the safe and secure growth of the industry. The organization’s governing member companies include AppNexus, Extreme Reach, Google, GroupM, Hearst Magazines Digital Media, Integral Ad Science, LinkedIn, Moat, Pandora, PubMatic, Sonobi, Tremor Video, and Yahoo! JAPAN. Established in 2014, the IAB Tech Lab is headquartered in New York City with an office in San Francisco.

IAB Media Contact
Laura Goldberg
[email protected]