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As part of our continued efforts to uphold the best-in-class industry standards, Omnicom Media Group UK are proud supporters of the IAB Gold Standard certification programme and encourage those within the industry to help collectively and collaboratively develop industry digital standards further.

IAB Gold Standard Initiative

The IAB Gold Standard initiative is an important framework to define a more robust digital ecosystem, giving clients, publishers, technologies, and buyers increased reassurance and certainty throughout the digital media buying process. The latest version of the IAB Gold Standard builds on existing work from the IAB and adds an increased focus on supply chain transparency, consent management and highlights the continued efforts to minimise fraudulent activity across the industry.

Our continued partnership with the IAB remains a key foundation on which Omnicom Media Group UK’s digital standards are built upon and how we can deliver market leading solutions for our clients.

Aims of the Gold Standard

  • To reduce ad fraud by implementing and supporting frameworks to identify authorised routes to inventory.
  • Uphold brand safety through buying and operational processes as proven with accreditation via The Trustworthy Accountability Group.
  • Improve advertising experiences for audiences by adhering to the Coalition for Better Ads standards.
  • Comply with consent and ePrivacy laws by supporting adoption of industry frameworks.
  • Strengthen supply chain and demand chain transparency through support and implementation of frameworks to identify and verify both supply and demand.


Omnicom Media Group UK supports RTB Supply Chain Transparency

Omnicom Media Group UK supports the IAB initiatives Ads.txt 1.1, and inclusion of ‘owner domain’ and ‘manager domain’ parameters for increased inventory transparency on who owns a specific web domain. Where these files are present, Omnicom Media Group UK requires that only publisher inventory from authorised sellers is purchased. In the absence of these files Omnicom Media Group UK are actively working with publishers to implement these on their sites to ensure they support and adhere to the Gold Standard initiative.

In recent years, IAB have also extended this initiative into the mobile app space with the introduction of App-Ads.txt with OMG UK including this as part of inventory curation process to ensure transparency parity with web inventory.

In a similar way that Sellers.json provides the supply chain transparency for buyers to verify authorised entities for selling inventory, Buyers.json has been designed to provide the transparency for sellers to verify authorised entities eligible to purchase inventory and further enhanced digital standards in this space.

Omnicom Media Group UK are supporters of Buyers.json and Demand Chain Object and are actively engaging with technology partners to push for the implementation across the industry.

Omnicom Media Group UK supports the Open Measurement SDK

Omnicom Media Group UK supports the IAB standard Open Measurement SDK (OM SDK), that enables third-party viewability and verification measurement for ads served to web video and app environments. As a result, we work with content verification and measurement vendors who are actively involved with supporting this initiative to enhance measurement within emerging digital media.

For more information on the Gold Standard, visit