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Tesco and McDonald’s the first brands to commit to ‘gold standard’ to clean up digital advertising

Marketing Week 02 Dec 2019 12:01

The brands have said they will only use digital suppliers that have signed up to the IAB gold standard as the industry tries to clean up the digital ad ecosystem.

digital adsTesco and McDonald’s are the first advertisers to commit to using the IAB UK’s ‘gold standard’, meaning they will only work wherever possible with digital ad suppliers that have signed up to the initiative.

The gold standard aims to bring together industry attempts to combat ad fraud, improve brand safety and improve the digital ad experience for users. To be certified, companies have to implement ads.txt, undergo an independent audit by JICWEBS’ digital trading standards group and adhere to the principles set out by the Coalition of Better Ads around reducing ad formats that annoy and interrupt the digital experience.

Auto-play video and pop-ups named among the most ‘annoying’ ad formats

Currently, 95 media owners, media agencies and ad tech companies have been certified. By bringing brands on board, the hope is it will force more suppliers to sign up to the certificate and therefore clean up the digital ad ecosystem.

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IAB UKIABTescoMcDonaldNick Ashley