IAB UK opens industry consultation on Gold Standard developments

The consultation seeks to gain feedback on a number of developments to the Gold Standard, including the evolution of the initiative to distinguish between different channels, with bespoke requirements for web, app, connected TV, podcast and retail media. 

Having first launched in 2017, IAB UK’s Gold Standard aims to reduce ad fraud, uphold brand safety, improve the user experience, and aid compliance with GDPR e-privacy law by pulling together existing industry initiatives.  

Key changes now being consulted on include:  

• Evolving the Gold Standard so it’s applicable to different channels. At the moment, Gold Standard certification is only available for web or app-based content. The new additions will see it rolled out across CTV, podcast ads and retail media. As a result, companies working across areas would need to be certified in those different areas, improving transparency for buyers 

• The requirements for retail media in the Gold Standard are set to be aligned with the Media Metrics in IAB Europe's Retail Media Measurement Standards, which aim to ensure the highest levels of ad quality, viewability, and fraud prevention 

• A number of new requirements are focused on increasing standardisation when buying and selling digital advertising, as well as new requirements to improve measurement and eliminate fraud in the supply chain 

To share your views on the proposed developments, download and complete the below Excel file and send to [email protected] by Friday 13 September. Instructions for navigating and completing the file can be found in the first tab.  

Once feedback on the consultation has been considered, the updated criteria for 2025 will apply to all new certifications made from October 2024.  

Companies that are already Gold Standard certified under the 2024 criteria will have until 28 March 2025 to update to the new requirements.