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This initiative aims to tackle ad fraud, increase brand safety and transparency.

McDonald’s and Tesco are the first UK brands to commit to the Internet Advertising Bureau (IAB) UK’s “Gold Standard” certification. As per these standards, the two brands will work with certified digital advertising suppliers where possible and encourage uncertified suppliers to acquire this certification.

Tesco’s Nick Ashley states that the company will also encourage all stakeholders to adopt this “single industry-wide set of standards”. This initiative aims to sanitise the digital advertising ecosystem by consolidating programs for tackling ad fraud, increasing brand safety and transparency.

Companies have to implement IAB Tech Lab’s ads.txt and get a certification from JICWEBS Digital Trading Standards Group. They also have to adhere to the principles set by the Coalition for Better Ads to achieve a Gold Standard certificate.

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