With the launch of Gold Standard 2.0 planned for later this year, the audit is designed to test the design and thoroughness of IAB’s internal process and evaluate its controls against potential risks and privacy concerns in the digital supply chain.

The Gold Standard was introduced in 2017 to help the industry combat ad fraud, increase brand safety and improve the digital advertising experience. It currently has 95 companies certified – spanning publishers, platforms, media agencies and ad tech companies – and a further 14 registered to certify. In total, 34 companies have registered and not gone on to be certified. 

Tim Elkington, IAB UK’s Chief Digital Officer, said: “By appointing ABC – an independent third-party auditor – to audit the Gold Standard certification process, we are not only providing assurance of its thoroughness, we are also able to ensure that we proactively put in place internal measures to maintain this level of rigour as the Gold Standard grows and evolves.”

The Gold Standard also has six signed up advertiser supporters – Asda, Coca Cola, JustEat, McDonald’s, Nationwide and Tesco – all committed to working only with certified digital advertising suppliers wherever possible.