Inskin Media has become the first adtech company to achieve certification for the IAB UK’s new Gold Standard, an initiative designed to improve the online advertising ecosystem.
The seal confirms that Inskin’s ad practices have met the Gold Standard’s three criteria: reducing ad fraud by implementing the ads.txt initiative, obtaining the JICWEBS DTSG certification for brand safety, and improving the digital advertising experience by adhering to the LEAN principles and the Coalition for Better Advertising standards.
“The Gold Standard is an important initiative because it helps fulfil our vision of building a sustainable future for digital advertising,” said Tim Elkington, the IAB UK’s chief digital officer, told Mediatel.
“Since launching less than two months ago, more than 60 member companies have registered. We’re pleased to see Inskin Media become certified because it demonstrates their commitment to improving standards by fighting ad fraud, discouraging ad blocking and maximising brand safety.”
Online advertising has faced a difficulty year, with headlines over brand safety, ad fraud, transparency, viewability and mis-measurement jump out of the trade press and into the mainstream.
There have also been calls from major advertisers to clean up online advertising, including, most recently, Unilever which said it cannot continue to prop up a digital supply chain which at times is “little better than a swamp in terms of its transparency.”
Inskin’s CMO, Fran Cowan, said of the new certification: “The IAB is doing a great job in uniting all sides of the ad tech ecosystem who are committed to good practice.
“Adhering to the Gold Standard provides clients with the reassurance that they can trust us to deliver both transparency and good quality campaigns.”
Inskin, which specialises in rich-media branding formats, is the second company to receive Gold Standard certification, following publisher Auto Trader.
