We’re delighted to announce that yet again, Crimtan has been awarded the IAB (Internet Advertising Bureau) Gold Standard under the Buy Side Support category.
Building on our previous accreditations, this year we have implemented the Buyers.json and DemandChainObject standards in our bidstream. These two new buy-side transparency standards have been introduced by the IAB to address the current challenges around malvertising and illegal advertising, providing greater transparency on how these ads are published.
What is the IAB Gold Standard?
Crimtan has long been committed to improving digital advertising standards through responsible advertising and supporting best practice industry initiatives, and our Gold Standard certification reflects this.
The Gold Standard’s aims are to:
1. Reduce ad fraud through implementing the ads.txt initiative on all sites selling digital advertising. This shows who is authorised to sell a specific site’s inventory, preventing the selling of spoofed or fake inventory.
2. Improve the digital advertising experience by adhering to the LEAN principles and the standards set by the Coalition for Better Advertising.
3. Increase brand safety by working with TAG to ensure that the Display Trading Standards Group (DTSG) Brand Safety Principles are valuable, applicable and continue to evolve with market expectations.
4. To adhere to the new Buyers.json and DemandChain Object standards, providing transparency to publishers on who is involved in buying the creative embedded in a given bid response and helping them more easily identify the sources of malvertising attacks to protect themselves and their users.
To gain certification, companies must prove they have complied with the necessary commitments to meet the Gold Standard. They are then entitled to use the colour Gold Standard Certified Badge on their website and marketing materials.
In the future, the Gold Standard could also expand to cover other aspects such as audience measurement and viewability. Crimtan has already gone one step further than the Gold Standard requirement by completing an independent audit confirming successful implementation of the TAG anti-fraud principles.
If you’d like to know more about how we work to continuously improve digital advertising standards, get in touch with one of our experts today.