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Tesco and McDonald's to favour IAB Gold Standard-certified members

Campaign 02 Dec 2019 09:38

Tesco and McDonald’s are committing to working with certified digital advertising suppliers "wherever possible" as part of the Internet Advertising Bureau UK’s efforts to clean up ad fraud.

The pledge means that the two major UK advertisers would prefer to work with companies that are certified by the IAB Gold Standard, launched in 2018 to improve the health of the digital ad industry. 

Tesco and McDonald’s will also internally educate their teams about the benefits of the initiative.

Gold Standard certification began in 2018 after 23 IAB board member companies (including Facebook and Google) publicly signed a letter in 2017 committing to three actions:

  1. 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

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fraudTescoMcDonaldIABInternet Advertising Bureau UK