Fifty Technology has achieved IAB’s Gold Standard 2.0 Certification.

Fifty is a technology company specialising in audience insights and digital media activation. Fifty uses AI, technology, and data to help brands understand their customers and power digital advertising to best engage them.

Having initially launched in October 2017, IAB UK’s Gold Standard has four fundamental aims: to improve the digital advertising experience; help compliance with the GDPR and ePrivacy law; tackle ad fraud; and uphold brand safety. Fifty has actively pledged to support these principles and is committed to creating a better advertising ecosystem online.

The Gold Standard 2.0 goes beyond these principles to introduce even more rigorous criteria, namely requiring certified companies to implement IAB Europe’s Transparency & Consent Framework. By increasing cross-industry transparency and standardising the use of consumers’ data, this update serves as a significant step to proactively resolving privacy concerns within the digital advertising industry.

In addition, Gold Standard 2.0 incorporates IAB Tech Lab’s sellers.json and OpenRTB SupplyChain Object - both of which serve to improve accountability within the digital supply chain and strengthen the industry’s ability to combat ad fraud.

This certification sees Fifty join the growing community of industry-leading companies committed to improving the digital advertising industry, including Captify, Meta, GroupM UK, Index Exchange, Instagram, OpenX, Quantcast, SpotX, Teads, Xaxis UK, and YouTube. GroupM UK’s agencies that are certified include: Essence, MediaCom, Mindshare, m/SIX, and Wavemaker.

Matt Sandlant, head of trading at Fifty, shared his view of Fifty’s recent certification: “As a small scale-up, we are super proud to be a part of an organisation that is committed to building a sustainable future for digital advertising and we are looking forward to playing our part in driving positive change within the industry.”