One of the key objectives of IAB Europe and the National IABs is to build a sustainable future for digital advertising and marketing. This can be achieved by creating standards and frameworks to provide a set of principles and rules to encourage responsibility and quality in digital advertising. Over the last few years there has been a surge of industry challenges from ad fraud to unsafe brand environments which has threatened the quality of digital advertising campaigns.
In order to highlight the great work being undertaken by National IABs and provide a summary of the national level certification schemes aimed at combating these challenges, IAB Europe first created the National Quality Initiatives Navigator in 2020 and has continued to provide updates to it. The latest version of the paper includes a summary of the national level quality certification schemes in Europe plus any other guidelines or best practice guides that exist to enable digital advertising to be delivered responsibly and to the highest quality.
As is evident in the paper, a vast amount of work is being undertaken in Europe and beyond to build and ensure a sustainable future for digital advertising and marketing. There are both similarities and differences across all of these initiatives. As a next step, IAB Europe has formed a Working Group of National IABs to establish whether European Baselines can be established.
Access the latest update to the Navigator here.
