At Publicis Media UK, we are committed to driving a transparent, efficient, and accountable programmatic ecosystem. Our support for the IAB Gold Standard is central to this ambition, ensuring that the inventory we buy, the data we use, and the partners we work with all meet the highest industry standards.
As the programmatic landscape evolves, compliance is no longer just a baseline requirement—it is a competitive advantage. We actively advocate that all partners align with the latest IAB frameworks and technical standards to unlock greater trust, performance, and future scalability.
Below are the some of the key initiatives we prioritise and expect partners to adopt.
1. SupplyChain Object
The SupplyChain object provides full visibility into the path an impression takes from publisher to DSP. Each step in the supply chain is represented as a “node”, identifying every intermediary involved.
Why it matters:
- Enables full transparency of resale activity
- Supports Supply Path Optimisation (SPO)
- Helps eliminate unnecessary intermediaries and cost leakage
2. DemandChain Object
The DemandChain object is the equivalent of schain on the demand side, providing transparency into how demand flows through platforms and intermediaries.
Why it matters:
- Improves buyer transparency for publishers
- Enables better understanding of value distribution across demand partners
- Supports a more balanced and accountable ecosystem
3. Open Measurement SDK (OM SDK)
The Open Measurement Software Development Kit (OM SDK) enables standardised third-party measurement of ad viewability and verification across mobile and app environments.
Why it matters:
- Creates consistent measurement standards
- Reduces reliance on custom integrations
- Ensures independent verification of media quality
4. Transparency & Consent Framework (TCF)
The Transparency & Consent Framework (TCF) provides a standardised way to capture and communicate user consent signals under privacy regulations such as GDPR.
Why it matters:
- Ensures compliant data usage
- Maintains user trust and regulatory alignment
- Enables consistent consent signals across the ecosystem
5. ads.txt / app-ads.txt
ads.txt (Authorised Digital Sellers) and app-ads.txt define which sellers are authorised to monetise a publisher’s web and app inventory.
Why it matters:
- Prevents domain spoofing and unauthorised selling
- Increases buyer confidence in inventory authenticity
- Supports clean supply curation
6. RefSettings
RefSettings help define how often ads refresh, supporting a better balance between monetisation, user experience, media quality, and sustainability.
Why it matters:
- Sets appropriate ad refresh rates so ads do not refresh excessively often
- Improves viewability by allowing ads sufficient time to be seen
- Helps reduce the carbon footprint of programmatic trading by limiting unnecessary ad calls and refreshes
7. Updated Video Signals
Enhanced video signalling standards provide clearer information about video inventory, including format, placement, and playback environment.
Why it matters:
- Improves targeting accuracy
- Enables better optimisation and pricing
- Reduces misclassification of inventory
8. Ad Creative ID Framework
The Ad Creative ID Framework introduces a unique identifier for each ad creative, enabling consistent tracking across platforms.
Why it matters:
- Enhances creative auditability and brand safety
- Improves frequency management and reporting
- Enables cross-platform creative-level insights
9. VAST CTV Addendum
The Video Ad Serving Template (VAST) CTV Addendum expands video standards to address the specific needs of Connected TV (CTV) environments.
Why it matters:
- Supports high-quality CTV ad delivery
- Enables more consistent measurement and tracking
- Improves user experience in CTV environments
10. Podcast Measurement Guidelines
The IAB Podcast Measurement Guidelines standardise how podcast audiences and ad impressions are measured.
Why it matters:
- Provides consistent audience measurement
- Increases confidence in audio investment
- Enables cross-platform comparability
In Summary
The IAB Gold Standard is not just a certification—it is a framework for building a better programmatic ecosystem.
At Publicis Media UK, our approach is clear:
- Prioritise transparent supply
- Partner with compliant and forward-thinking platforms
- Drive adoption of industry standards that improve performance and accountability
By aligning on these principles, we can collectively deliver:
- Higher quality inventory
- Greater efficiency across the supply chain
- Stronger outcomes for our clients
Publicis Also Reaffirms Commitment to Better Ads Standards Through IAB Gold Standard Certification
At Publicis, we are proud to support the industry-wide efforts of the Coalition for Better Ads, championing higher standards for digital advertising and placing consumer experience at the heart of everything we do.
The Coalition for Better Ads brings together leading global organisations to improve the online advertising experience by identifying and reducing disruptive ad formats. Built on extensive consumer research, the Better Ads Standards set clear guidance on the types of ad experiences that can frustrate users—such as intrusive pop-ups, auto-playing video with sound, and excessive ad density—and provide a framework for creating more respectful, user-friendly advertising environments. [betterads.org], [admanager.google.com]
Our support for these standards is embedded within our commitment to the IAB UK Gold Standard — a certification that recognises organisations driving a better, more transparent, and more sustainable digital advertising ecosystem. As part of this certification, adherence to the Coalition for Better Ads’ principles is a core requirement, helping to ensure that the ads we deliver prioritise quality, brand safety, and positive user experience. [iabuk.com]
Publicis has long championed the IAB Gold Standard, working collaboratively across the industry to raise the bar for digital media practices. By aligning with the Better Ads Standards, we are not only improving the effectiveness of advertising for our clients, but also contributing to a healthier ecosystem—one that builds trust with consumers and reduces the need for ad blocking through better, more relevant experiences. [publicisgroupeuk.com]
We remain committed to evolving alongside industry standards, encouraging our partners and clients to embrace these principles, and continuing to play an active role in shaping a more responsible and sustainable future for digital advertising.