Taboola, a global leader in powering recommendations for the open web, helping people discover things they may like, today announced it has been awarded the Gold Standard 2.0 Certification by the IAB UK, the United Kingdom’s industry body for digital advertising. By achieving this certification, the IAB has verified Taboola, through a thorough vetting process, as a technology provider that upholds high standards in brand safety, user experience and more.

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The Gold Standard 2.0 is part of IAB’s initiative to improve and safeguard the online advertising ecosystem. Started in 2017, it is recognized internationally as a leading initiative for raising the standards of the digital advertising industry for both brands and consumers.

Leading advertisers such as Tesco, McDonald’s and Unilever have committed to work with Gold Standard certified suppliers, ensuring that their brands appear in premium, brand safe environments, and are respectful of user experience and privacy.

To achieve Gold Standard certification, Taboola was required to meet rigorous standards across the four key areas addressed by the Gold Standard 2.0. including:

• Reducing ad fraud: By implementing IAB Tech Lab’s ads.txt, sellers.json and Open RTB Supply Chain Object
• Upholding brand safety: By obtaining TAG Brand Safety Certification, proving robust policy, transparency around content moderation, thorough validation and long-term commitment to compliance monitoring policies.
• Improving user experience: By adhering to The Coalition for Better Ads (CBA) advertising standards and eliminating ad experiences that fall beneath the CBA’s threshold of consumer acceptability.
• Ensuring compliance with the GDPR and ePrivacy law: By adopting IAB Europe’s Transparency Consent Framework (TCF).

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This achievement is part of Taboola’s ongoing commitment to improving standards across its network. In 2021, the company achieved Brand Safety Certification by TAG, complementing its pre-existing “Verified by TAG” status, and announced partnerships with leaders in brand safety and suitability such as IAS and MOAT.

Chloe Nicholls, Head of Ad Tech, IAB UK said: “Congratulations to Taboola on becoming Gold Standard 2.0 certified. We conceived the Gold Standard to help build a better and more sustainable digital advertising ecosystem. This would not be possible without the commitment of companies like Taboola towards upholding robust standards and taking a leading role in pushing the industry to provide a better, safer experience for brands and consumers alike.”

Adam Singolda, CEO and Founder, Taboola said: “The IAB has high standards when it comes to industry knowledge, expertise, and staying connected to what matters for advertisers, publishers and consumers. The fact that advertisers prefer to work with technology partners with their Gold Standard label speaks volumes. Having their third party, independent validation continues to reinforce Taboola’s ability to support our partners as they use our technology to reach a massive audience scale of more than 500 million daily active users, in a brand safe manner.”

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