2024: The results of ABC’s audit of the IAB Gold Standard

In order to ensure that the Gold Standard certification process at the IAB is robust and transparent, ABC has completed its annual comprehensive audit of the systems in place. The review states that the processes for maintaining and updating the Gold Standard are “designed and operating effectively”, with the recent updates to the Gold Standard “well managed and communicated to IAB members”. 

The review adds: “2024 was a period of staff transition for the IAB Gold Standard with the current team responsible for administering the Standard all newly appointed. The new team have the necessary skills and experience for their roles and are committed to continually improving the IAB Gold Standard process. Of the company files we reviewed, the decisions to certify companies as Gold Standard were substantiated by evidence obtained and recorded.” 

The audit also found that several of the recommendations that were included in last year’s audit have been implemented. These include coming to an internal agreement on the age of evidence accepted and communicating the date the renewal process will be started in the certification confirmation email to companies.

Looking ahead, the audit draws attention to a few areas where further improvements could be made when it comes to dealing with delayed or unresponsive renewal members. In addition, ABC “identified some other minor areas where documented procedures could be improved, such as the process used for extensions including approval and follow up.” These will be key areas of focus for the IAB as we continue to develop and evolve the Gold Standard.

Commenting on the audit, James Chandler, CMO of IAB UK, said: “The Gold Standard is a vital industry initiative that improves the safety and performance of digital advertising for all parties, not least consumers. Its value to our industry has only increased over the past year as we’ve continued to evolve the criteria and seen the initiative become an integral part of the Online Advertising Taskforce’s work. It’s therefore hugely important that the Gold Standard is subject to rigorous review and analysis and we’re very pleased that ABC’s audit has found our processes to be in sound working order.”