Why the new IAB UK 2.1 Gold Certification is so important
Transparency, a word that has taken on an incredible importance in every walk of our modern life. But in the world of digital marketing, it is crucial.
For Encore, transparency is fundamental to building trust and running a better-targeted, more efficient service for our clients. We recently released news of our TAG (Trustworthy Accountability Group) certification, something we have continued to be recertified for many years.
But we are incredibly pleased to say we are now also Gold Standard 2.1 certified by IAB UK. You’ll notice that I wrote 2.1 and not 2.0 as it has changed and upgraded.
So you may ask, what is the difference?
What is the IAB Gold Standard 2.1?
Launched in 2017, the Gold Standard by IAB UK is a framework that has looked to address challenges in online advertising with a focus on reducing ad fraud, upholding brand safety, improving the advertising experience for consumers and maintaining compliance for data protection.
The new 2.1 update includes a new criteria that demands companies commit to implementing IAB Tech Labs’ Buyers.json and DemandChain Object. OK but you may ask, what really are the benefits of their inclusion?
Benefits in a nutshell
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For starers, both Buyers.json and DemandChain Object provide greater transparency into the supply chain of programmatic advertising by identifying all parties involved in a transaction. This allows buyers to have greater confidence that their ads are being served in a safe and trustworthy environment, and helps to reduce the risk of fraud.
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By providing more transparency, both technologies can help advertisers better control where their ads appear. This ensures that they are only displayed on high-quality, brand-safe sites and avoid controversial or inappropriate content.
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DemandChain Object itself provides detailed information about the specific targeting criteria used for each ad placement. This enables advertisers to better understand and optimise their campaigns for maximum effectiveness.
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By streamlining the buying and selling process, and reducing the need for manual intervention, both technologies help to reduce costs and increase efficiency for all parties involved in a programmatic transaction.
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The increased transparency and accountability provided by both technologies builds trust between buyers and sellers in the digital advertising ecosystem. This leads to a more open and collaborative relationships and ultimately benefits the entire industry.
In Summary
“The inclusion of these new measures in the Gold Standard program is a major milestone to increasing transparency in the digital advertising supply chain. We are so thrilled to be part certified and alongside our TAG certification, shows that Encore really care about transparency, accountability and safety.”
At Encore, we believe in the updated standard and know that the additions of Buyers.json and DemandChain Object are powerful new tools that help improve transparency, accountability, and efficiency in the programmatic advertising ecosystem.
It benefits everyone, that is clear to see.