One of the key objectives of IAB Europe and any National IAB is to build a sustainable future for digital advertising and marketing. This can be achieved by creating standards 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. A recent survey by IAB Europe found that 92% of buyers prefer to spend their advertising budget with suppliers that adhere to industry quality standards, such as the IAB UK Gold Standard, Digital Ad Trust in France or IAB Poland QUALID.

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 Navigator 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.