Following recent changes to the criteria required to receive the IAB UK’s Gold Standard certification, the UK industry body for digital advertising has confirmed it will be introducing an updated version of its Gold Standard, ensuring the robustness of the industry standard.
Gold Standard 2.0 will require companies to adopt IAB Europe’s Transparency & Consent Framework version 2 (TCF v2.0). This will be introduced in Q4 2020, following a process of industry consultation to agree with the compliance criteria for incorporating the TCF within Gold Standard certification.
In addition, IAB UK plans to employ an independent third-party to audit the Gold Standard process.
Both plans were announced by IAB UK’s Chief Digital Officer Tim Elkington at the industry body’s Digital Trust Forum this morning.
“The Gold Standard only remains relevant if it evolves to keep pace with challenges our industry faces. As we seek to improve transparency and build trust in digital advertising, addressing privacy concerns is a key part of that. We will now be embarking on a process of consultation with IAB UK members to agree how to effectively incorporate the TCF into the Gold Standard – a key step as we seek to build a responsible and sustainable future for the digital ad industry,” said IAB UK’s chief digital officer Tim Elkington.
In its current form, the Gold Standard brings together industry programmes to combat ad fraud, increase brand safety and improve the digital advertising experience for users. Companies need to take three steps to certify: implement IAB Tech Labs’ ads.txt, undergo an independent JICWEBS DTSG audit and adhere to the principles set out by the Coalition for Better Ads. There are currently 93 media owners, media agencies and ad tech companies certified and 11 registered to certify.