IAB Ireland today announced that Core is the first agency member company to become Gold Standard certified in Ireland


Core is the first IAB Ireland agency member company to achieve IAB Gold Standard certification for their portfolio of agencies: Mediaworks, Starcom, Spark Foundry and Zenith.

The Gold Standard, which was developed by IAB UK, was adopted by IAB Ireland in February 2021. This set of digital advertising standards is recognised globally 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 advertising ecosystem.

The Gold Standard has four main 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

In order to be Gold Standard certified, companies have to meet the compliance criteria relevant for their company type which include TAG (Trustworthy Accountability Group) Brand Safety certification, as well as providing detailed proofs of compliance across the other 3 IAB standards. IAB Ireland member companies have 6 months from registration to become Gold Standard certified.

Commenting on Core’s achievement of TAG brand safety certification, Jules Kendrick, TAG, MD, UK and Europe said, “The TAG Brand Safety Certified Program is a central pillar of the Gold Standard’s effort to protect the digital advertising supply chain. Core’s recent achievement of TAG’s’ Brand Safety Certified Seal has shown that it has adopted industry best practices to address the complex and interconnected issues involved in brand safety. We look forward to working with Core to further raise our industry’s standards across Ireland and the rest of the world.”

Core is the first IAB Ireland Agency member company to achieve Gold Standard certification following publisher DMG Media Ireland who were the first in Ireland to become certified.

Dentsu Ireland, Facebook Ireland, Google, Group M Ireland, Havas Media Ireland, IPG Mediabrands Ireland, News Ireland, Mediahuis Ireland, OMG Ireland, Packed House, Quantcast, Reach plc, The Irish Times Group and Verizon are also Gold Standard registered and working towards certification.

The support of brands is key to the Gold Standard with Aer Lingus, An Post, AIB, Laya Healthcare and Vodafone leading the way as Brand Supporters committing to working with Gold Standard certified partners.

Suzanne McElligott, CEO, IAB Ireland said, “We are delighted to announce that Core is now Gold Standard certified in Ireland.   The adoption of the Gold Standard in Ireland and the support from IAB Ireland members since launch, shows the commitment of our industry to work to fight ad fraud, maximise brand safety, improve users’ experience and protect users’ privacy.  We look forward to announcing more Gold Standard certifications over the summer and we encourage all of our members to join our mission to help build a sustainable future for digital advertising.”

Stephanie Barry, Programmatic & Ad Tech Director at Core said, “User Experience, Brand Safety, Fraud and Compliance all play an important role to help drive a healthy sustainable digital ad ecosystem and have been top of our agenda for a number of years. We look forward to working alongside brands, publishers and tech companies to an aligned high set of standards”.

More information on the Gold Standard in Ireland is available at iabireland.ie/goldstandard.


For further information please contact: Maeve O’Meara, Marketing Manager, IAB Ireland, Tel: 086 852 2291 and Email: maeve@iabireland.ie

About IAB Ireland

IAB Ireland (www.iabireland.ie) is the trade association for the Irish online advertising industry. As a not-for-profit organisation IAB Ireland works with members to ensure marketers can identify the best role for online in building their brands. IAB Ireland is licensed by IAB US and is a member of the IAB Europe network. The IAB network shares three core objectives, namely to; prove, promote and protect the online advertising industry. These objectives are fulfilled through the dissemination of authoritative research, the organisation of educational events and by promoting industry-wide best practice.