GroupM network Once Again Awarded IAB U.K.’s Gold Standard Certification

 The latest version of the IAB UK Gold Standard Certification incorporates new criteria aiming to further tackle ad fraud and scam advertising

London, 12 April 2024 — GroupM, WPP’s media investment group, has today announced that GroupM U.K. has been awarded with the latest Gold Standard Certification from the Internet Advertising Bureau (IAB). GroupM has been an early adopter of the certification since its launch in 2018.

IAB U.K.’s Gold Standard brings several industry initiatives together to create a better and more secure digital advertising ecosystem by; tackling ad fraud, enhancing brand safety, improving user experience, helping members comply with GDPR and e-privacy regulations, and strengthening supply chain transparency.

The latest version of the IAB U.K.’s Gold Standard incorporates additional criteria aiming to reduce ad fraud and scam ads, some of the latest challenges faced by the advertising industry.

To attain the latest Gold Standard Certification, GroupM demonstrated commitment and public support across various IAB Tech Lab’s standards. This included encouraging implementation and adoption of DemandChain Object and Buyers.Json, to promote transparency across the ecosystem.  GroupM was one of the first major media holding groups to attain both the 1.0 Gold Standard Certification in January 2018, the 2.0 Gold Standard Certification in September 2020, and the 2.1 Gold Standard Certification in November 2022. This latest accreditation was achieved by the entire GroupM network, including GroupM, EssenceMediacom, EssenceMediacomX, Mindshare, Wavemaker and T&Pm. GroupM’s commitment to upholding these standards aligns with its own Responsible Investment Framework, comprised of five pillars: brand safety, DEI & multicultural, responsible journalism, data ethics and sustainability.

Matt Ashby, Senior Brand Safety Manager, GroupM UK & EMEA, commented: “In the ever-changing media landscape, it’s equally important that we stay ahead of the challenges facing the industry as well as the opportunities. With ad fraud and scam advertising becoming more prevalent, we must work together as an industry to collectively combat these issues. It gives me great pride that GroupM has once again achieved the Gold Standard as a signal of our commitment to building and maintaining trust in the advertising industry.”

For more information on the IAB UK’s Gold Standard Certification, please visit

About GroupM

GroupM is WPP’s media investment group and the world’s leading media investment company with a mission to shape the next era of media where advertising works better for people. The company is responsible for more than $60 billion in annual media investment, as measured by the independent research bureau COMvergence. Through its global agencies Mindshare, Wavemaker, EssenceMediacom, and T&Pm, and cross-channel performance (GroupM Nexus), data (Choreograph), entertainment (GroupM Motion Entertainment) and investment solutions, GroupM leverages a unique combination of global scale, expertise, and innovation to generate sustained value for clients wherever they do business. Discover more at

Media Contact

Amanda Stocking
Head of Communications, UK
[email protected]