Digital agency SYZYGY has been awarded the new IAB Gold Standard 1.1 certification, making it the first agency in the world in the Support category and second in the world in the Buyers category to receive the certification.

The IAB created a ‘Gold Standard for Digital Advertising’ to combat the billions in ad budgets lost in the failure to focus on positive experiences for real customers and appropriate content for brands. The standard has three simple aims: to reduce ad fraud, to improve digital advertising experience and to increase brand safety.

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The standard certifies that SYZYGY has met the most stringent commitments to reducing ad fraud through the complete support and implementation of the ads.txt initiative across its content and platform. It has increased brand safety by holding and promoting a JICWEBS DTSG Brand safety certificate and improved the digital ad experience for users by demonstrating a commitment to the standards set by the Coalition for Better Ads.

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Phil Stelter, Global Chief Media Officer at SYZYGY, said: “The fact that we are one of the first agencies to be awarded the new IAB UK Gold Standard 1.1 is a testament to our commitment to raising standards across the industry. Relationships with our clients are nothing without trust and transparency, and as the industry shifts and evolves, these factors will only grow in importance. By supporting the IAB’s focus on improving the media landscape through initiatives like this, we are helping to curb ad fraud, foster an environment of trust for brands and encourage the industry to focus once again on effective interactions with customers’ precious and limited attention.”

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