VDX.tv has achieved Gold Standard 2.0 certification from IAB UK after demonstrating its compliance with rigorous fraud and brand safety standards and implementing IAB Europe’s Transparency and Consent Framework v2.0. IAB’s certification process has also been independently validated through an audit by ABC.

IAB UK’s Gold Standard aims to bring together industry programmes and initially focused on combatting ad fraud, increasing brand safety and improving the digital advertising experience for users. Companies needed to implement IAB Tech Labs’ ads.txt, undergo a TAG Brand Safety audit and adhere to the principles set out by the Coalition for Better Ads.

Gold Standard 2.0 builds on the original criteria to also proactively address data processing and privacy concerns within the digital advertising industry via the adoption of IAB Europe’s Transparency & Consent Framework 2.0. The latest version of the Gold Standard also 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.

Tim Sleath, vice president – product management at VDX.tv, comments: “The IAB Gold Standard continues to prove its value in the challenging ad tech ecosystem by raising the bar of appropriate hygiene measures with the inclusion of TCF v2.0 compliance. We’re delighted to be a part of this initiative and maintain our accreditation.”

Tim Elkington, chief digital officer of IAB UK, added: “We’re delighted that VDX.tv has achieved Gold Standard 2.0 certification. We have evolved the Gold Standard to ensure that it remains relevant, robust and effective at addressing current industry challenges. Yet its ability to help build a sustainable future for digital advertising relies on the support and uptake of the digital ad industry. This is why it’s so great to have members like VDX.tv embrace the evolved Gold Standard.”