Gold Standard launched in Ireland

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IAB Ireland press release

5 February, 2021

IAB Ireland Launches the Gold Standard in Ireland

  • Established by IAB UK, the Gold Standard has four aims: to uphold brand safety, to tackle ad fraud, to improve the digital advertising experience, and to help compliance with the GDPR and ePrivacy law.  
  • 14 IAB Ireland members have already registered to become Gold Standard certified in Ireland.

IAB Ireland, the trade organisation for the digital advertising industry is delighted to launch today the Gold Standard for its members. 

The Gold Standard was developed by IAB UK and it has been widely adopted by the UK digital ad industry. It is recognised as a powerful initiative which has evolved to keep pace with a fast changing industry and continues to adapt to help drive a healthy sustainable digital ad ecosystem. 

The Gold Standard consists of 4 key pillars which require companies to implement rigorous criteria that: 

1) reduces ad fraud

2) increases brand safety with TAG standards and certification

3) improves the digital advertising experiences for users and 

4) creates greater cross-industry transparency around the use of consumers’ data.

These standards require companies to undertake a comprehensive review of their processes and to take action where required, working with IAB’s support, to collectively improve the entire ecosystem for all stakeholders (consumers, publishers, brands, agencies, tech companies), against industry wide benchmarks.  

The Gold Standard is available to IAB Ireland’s members which includes publishers, platforms, advertising agencies, ad tech companies, DSPs, SSPs and sales houses. Compliance criteria are tailored to each part of the value chain and companies who are successfully certified commit to upholding these best practice guidelines.

IAB Ireland members who register for the Gold Standard will be required to complete training in respect of the Gold Standard criteria and to be certified in respect of compliance with the standards within 6 months of registering for the Gold Standard.   Fourteen members have registered to date including publishers/platforms: DMG Media Ireland, Google, Facebook Ireland, INM, News Ireland, Reach plc, Verizon and The Irish Times Group and media agencies: Core, Dentsu Ireland, Group M Ireland, Havas Media Ireland, IPG Mediabrands Ireland and OMG Ireland.

The Advertisers Association of Ireland (AAI) and the Institute of Advertising Practitioners in Ireland (IAPI) have both welcomed IAB Ireland’s introduction of the Gold Standard and encourage all companies in the digital advertising industry to support this important initiative.

Commenting on the launch of the Gold Standard for IAB Ireland members, David Monaghan, Head of Commercial, News Ireland and Chairperson of IAB Ireland said “This is a very significant step forward for the Irish digital advertising industry and we are delighted that so many of our members have immediately jumped on board and are already registered  for the Gold Standard.”

Tina Lakhani, Head of Ad Tech, IAB UK added “It’s great news that IAB Ireland is today launching the Gold Standard to encourage the digital ad industry to drive change and uphold standards from within. Over the past few years, IAB UK members and the wider industry have thrown their support behind the Gold Standard and the criteria continues to evolve to meet emerging challenges. IAB Ireland’s rollout of the initiative is an important step for our global industry as we collectively work to create the best environment for the future for digital advertising.”

Suzanne McElligott, CEO, IAB Ireland further commented “The Gold Standard has successfully driven positive change from within the UK digital ad industry. It is not surprising that advertisers are now committing to prioritising working with Gold Standard suppliers and partners. We are very grateful to our colleagues in IAB UK for their support of IAB Ireland’s introduction of the Gold Standard and we are looking forward to collaborating in delivering this set of rigorous standards to deliver a healthy and sustainable Irish digital advertising industry.”

More can be found on the Gold Standard in Ireland here.

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