Amobee, a global leader in advertising technology that unifies audiences across TV, digital, and social, continues to safeguard the online advertising ecosystem through two prominent accreditations: the IAB UK’s Gold Standard 2.0 Certification and the TAG (Trustworthy Accountability Group) Brand Safety Certified Seal, validated by ABC Audit.
Through its central role in the ad tech industry, Amobee proactively delivers education around brand safety, ad fraud, and GDPR-related challenges, in addition to providing brands, agencies, and broadcasters with definitive technological and organisational solutions to mitigate these risks at large. Considered a core responsibility of Amobee’s company values to “lead by example”, the organisation continues to research, invest, and develop products in collaboration with key industry leaders, such as IAB UK and TAG.
IAB UK’s Gold Standard 2.0
Amobee was recently awarded IAB UK’s Gold Standard 2.0, which requires companies to meet rigorous criteria including implementation of IAB Europe’s Transparency & Consent Framework v2.0. By increasing cross-industry transparency and standardising the use of consumers’ data, this certification is a significant step forward to resolving privacy concerns within the digital advertising industry.
Itay Droog, business development director at Amobee EMEA, says: “We are keen to continue working with IAB UK on Gold Standard 2.0 to ensure transparency, privacy, and brand-safety measures are not only adopted but practised regularly across the Amobee ecosystem and the global digital advertising landscape”.
“The Gold Standard is central to our mission to build a sustainable future for digital advertising and it’s brilliant to have Amobee Gold Standard 2.0 certified - congratulations to the team! “ Chloe Nicholls, head of ad tech, IAB UK
To achieve Gold Standard certification, Amobee was required to meet meticulous standards across five key areas including:
- Completion of IAB Gold Standard training by all UK Amobee employees
- Adoption of the IAB Tech Lab’s ads.txt and app-txt initiative and the SupplyChain object to reduce ad fraud
- Full support for GDPR and ePrivacy law, enabling users to manage their advertising preferences and demonstrating implementation and work with TCF2.0
- Achievement of the Trustworthy Accountability Group’s Brand Safety Certification– the largest certification programme of its kind in the global ad industry
- Demonstration of support for a positive user experience by promoting the Coalition of Better Ads’ Better Ads Standard
TAG Brand Safety Certified Seal
Earlier this year, Amobee attained the TAG Brand Safety Certified Seal by the Trustworthy Accountability Group (TAG) after demonstrating its compliance with scrupulous brand safety standards, as validated through an independent audit by ABC. By undertaking ABC’s audit, Amobee demonstrated their commitment to delivering advertising budgets to supply chain participants that equally uphold this industry-regulated framework for brand safety.
As a TAG approved auditor with a portfolio of over 100 brand safety clients, ABC supplies the online media industry with a trusted and robust validation service, delivering reassurance to those in the online ad trading industry.
Pat Heath, product strategy director at Amobee says: “At Amobee, we are well aligned with the TAG in our commitment to proactively deliver on the industry demand for more transparency in digital media. Brand safety is more important than ever for advertisers. As a well-recognised authority in the field, the TAG certification demonstrates Amobee's commitment to supporting advertisers in navigating this challenging topic as well as assuring advertisers that when they are leveraging Amobee's technology, they can do so with confidence”.
Simon Redlich, chief executive at ABC, said: “We’re delighted that Amobee has completed our audit to demonstrate compliance with the TAG Brand Safety Certified guidelines. Achieving BSC certification shows they’re committed to adopting the high standards necessary to protect themselves and their customers in the important area of brand safety.”
These achievements are part of Amobee’s ongoing commitment to improving standards across its network. In 2021, Amobee Positioned in the Leaders Quadrant of Gartner® Magic Quadrant™ for Ad Tech and continues to level-up its data, privacy, and compliance practices.