News & Opinion

Newsbrands among signed-up supporters of IAB's 'Gold Standard'

A number of newspaper groups are among the 23 board signatories of the IAB's 'Gold Standard' initiative to clean up online advertising.

ESI Media, Guardian Media Group, Mail Brands, News UK, Telegraph Media Group and Trinity Mirror Solutions have committed to the IAB's new system to reduce ad fraud, improve the digital advertising experience and increase brand safety.

They are among 23 companies who have signed a public letter pledging to:

  • Reduce ad fraud by implementing the ads.txt initiative on all sites carrying ads
  • Improve the digital advertising experience by adhering to the LEAN principles, the Coalition for Better Advertising standards and never using the 12 "bad" ads
  • Increase brand safety by working with Jicwebs with a view to becoming certified or maintaining certification.

Campaign reports that the deadline for the companies to implement these policies will be confirmed in the coming weeks.

Tim Elkington, the IAB's chief digital officer, says: "Everyone agrees that digital advertising standards need to improve to keep this industry sustainable and thriving. The IAB Gold Standard is a practical measure that demonstrates media owner commitment to making this happen. Media owners need to send a clear signal to advertisers and agencies that they take their responsibilities seriously to offer the best environment possible so that brands can confidently use digital advertising."

Source: Campaign

by Jessie Sampson 18/10/17

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