The IAB UK has awarded its first Gold Standard certification to InSkin Media, the first ad tech company to achieve the new level which is designed to raise standards in digital advertising and address the key issues facing the industry.

The Gold Standard consists of three criteria: reducing ad fraud through the implementation of the ads.txt initiative, obtaining JICWEBS DTSG certification for brand safety, and improving the digital advertising experience by adhering to the IABs LEAN principles and the Coalition for Better Advertising standards.

InSkin is the scond company to receive Gold Standard certification, following publisher Auto Trader, and the first from within the ad tech sector.

“The Gold Standard is an important initiatve because it helps fulfil our vision of building a sustainable future for digital advertising,” said Tim Elkington, the IAB UKs chief digital officer. “Since launching less than two months ago, more than 60 member companies have registered. Were pleased to see InSkin Media become certified because it demonstrates their commitment to improving standards by fighting ad fraud, discouraging ad blocking, and maximising brand safety.”

“The IAB is doing a great job in uniting all sides of the ad tech ecosystem who are committed to good practice,” said Fran Cowan, chief marketing officer at InSkin Media. “Adhering to the Gold Standard provides clients with the reassurance that they can trust us to deliver both transparency and good quality campaigns.”