This article was originally posted on Headway.
Smadex has been awarded the certification of the IAB Gold Standard and successfully passed the review process. The IAB Gold Standard is a prestigious certification process created to reduce ad fraud, improve the digital advertising experience and increase brand safety.
Adtech companies committed to transparency and high standards of service register to be reviewed by IAB and measured against a substantial list of best practices and requirements. The criteria to be certified recently became even more stringent. This achievement comes on the heels of Smadex’s recent verification by the JICWEBS Digital Trading Standards Group (DTSG) Good Practice Principles by independent industry body ABC, and TAG registration.
As detailed in the IAB Gold Standard Executive Summary, by achieving certification Smadex has committed to:
1. Reduce ad fraud through the implementation of, or by demonstrating support for, the IAB Tech Lab’s ads.txt initiative. Ads.txt allows domain owners to list who is authorised to sell their inventory, preventing the selling of spoofed or fake inventory.
2. Increase brand safety by becoming certified signatories to the JICWEBS Digital Trading Standards Group (DTSG) Brand Safety Principles (for current non-signatories) or by continuing to have their policies and processes independently verified (for current signatories).
3. Improve the digital advertising experience for consumers by adhering to the IAB Tech Lab’s LEAN Principles and the standards set by the Coalition for Better Ads.
“We are proud to have achieved the IAB Gold Standard certification which reflects our commitment to support the IAB and the broader adtech industry in their initiatives to improve brand safety in digital advertising.
Smadex fully supports delivering the highest levels of brand safety and transparency and achieving the IAB Gold Standard builds on our previous milestones of implementing ads.txt, DTSG/JICWEBS (Digital Trading Standards Group/JICWEBS) and TAG (Trustworthy Accountability Group).
Our efforts to adopt all these current and future standards and initiatives together with other players in the industry will benefit everyone by addressing the major issues and moving towards a more trusted, transparent, measurable and accountable digital advertising ecosystem.”- Commented Paul Childs, CRO at Smadex by Headway.