Interactive Advertising Bureau
08 February 2024

IAB Europe Releases Updated Guide to Quality for Digital Advertising, Including Sustainability Best Practices

Brussels, Belgium, 8th February, 2024 - In a continuous effort to enhance transparency and accountability in the digital advertising ecosystem, IAB Europe is pleased to announce the release of the updated 'Guide to Quality' for 2024. This comprehensive guide written by members of IAB Europe’s Brand Advertising Committee is a valuable resource for all stakeholders in the supply chain, offering insights, best practices, and practical examples to elevate the quality of digital advertising campaigns.

Building upon the success of the initial release in September 2021, the 2024 edition of the guide encompasses additional quality elements, with a particular focus on sustainability best practices. As with the last edition, the guide addresses crucial aspects such as viewability, brand safety and suitability, ad fraud, campaign creativity, user experience, and privacy. 

To mark the launch of the updated guide, IAB Europe will be hosting a webinar on 7th March at 12:00 CET. The webinar will feature key contributors to the guide, including experts from the Brand Advertising committee, who will discuss the guide's significance and delve deeper into what constitutes quality in digital advertising and how this can be achieved. Participants can expect insights into why quality is paramount and gain valuable perspectives on implementing best practices.

"We believe that quality is a shared responsibility among all stakeholders in the digital advertising ecosystem," said Helen Mussard. CMO at IAB Europe. "This updated guide not only reflects the latest industry best practices and standards but also emphasises the importance of sustainability in digital advertising. We invite industry professionals to join our webinar and engage in a meaningful dialogue about the future of quality in our industry."

For more information and to access the 'Guide to Quality,' please visit here.

For media inquiries, please contact:

Helen Mussard, CMO at IAB Europe (mussard (at)

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