The digital standard is changing for the better elsewhere – when will it here?
Overseas digital ad markets have moved forward in ways we haven’t as yet. So what’s next for Australia? Vicki Lyon poses the question.
In October last year, the UK ad tech market launched its Gold Standard pledge. Driven by the IAB, the pledge shows a unified commitment to improving digital advertising and reducing risks for clients. It now has 62 members on board including publishers, adtech platforms and the big global players Facebook, Google and Twitter. While this is terrific news for the UK market, it raises the question about where we are at in the Australian market.
The UK’s Gold Standard has three key aims: to reduce ad fraud through the implementation of ads.txt, improve the experience for consumers through a range of standards from the Coalition of Better Ads and commit to best practice certification for brand safety with the Joint Industry Committee for Web Standards, UK and Ireland (JICWEBS).
That the program has gained traction is proof that Marc Pritchard’s speech at the start of 2017 has been taken seriously.
