LONDON: Google, Facebook and Microsoft are among 23 major tech and media companies who have signed up to a new initiative that aims to raise standards across the digital advertising industry in the UK.
Launched yesterday by the Internet Advertising Bureau (IAB) UK, the trade body’s new Gold Standard initiative seeks to “address the key issues facing the industry”.
Initially, these cover the need to reduce ad fraud, improve the digital advertising experience and increase brand safety, but the IAB said the Gold Standard could expand in the future to include other issues, such as audience measurement and viewability.
Google and the other companies – which include Guardian Media Group, News UK, Telegraph Media Group and Twitter – have signed an open letter committing themselves to three key actions to improve digital advertising.
Bethan Crockett, Senior Director of Brand Safety and Digital Risk at GroupM EMEA said: “GroupM fully supports IAB UK’s Gold Standard initiative and it is fantastic to see the industry committing to implement best practice standards relating to ad fraud, brand safety and the digital advertising user experience.”
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