In a pivotal move to redefine the standards of digital advertising, IAB Europe unveiled an updated edition of its ‘Guide to Quality‘ on 8th February 2024, in Brussels, Belgium. This revision marks a significant step forward in the organization’s ongoing mission to foster a digital advertising environment characterized by transparency, accountability, and excellence.
Crafted by the dedicated members of IAB Europe’s Brand Advertising Committee, the guide emerges as a valuable resource for all players within the digital advertising supply chain, offering:
- rich insights;
- established best practices; and
- actionable examples aimed at enhancing the caliber of digital ad campaigns.
The 2024 edition builds on the foundation laid by its predecessor, introduced in September 2021, by incorporating additional elements of quality with a pronounced emphasis on sustainability. True to its comprehensive nature, the guide continues to address key issues such as viewability, brand safety, ad fraud, creativity in campaign design, user experience, and privacy concerns—elements critical to the integrity and effectiveness of digital advertising.
In celebration of this significant update, IAB Europe is set to host an insightful webinar on 7th March at 12:00 CET. This event promises to bring together the brilliant minds behind the guide, including seasoned experts from the Brand Advertising Committee. They will explore the guide’s pivotal role in the digital advertising landscape, offering a deeper understanding of what defines quality in this context and how it can be consistently achieved. Webinar attendees will be treated to expert opinions on the importance of quality and will learn how to effectively implement the best practices outlined in the guide.
Helen Mussard, the Chief Marketing Officer at IAB Europe, shared her enthusiasm for the guide’s release, stating:
Quality in digital advertising is not the sole responsibility of any single entity but a collective commitment from all stakeholders within the ecosystem.
She further highlighted the updated guide’s alignment with the latest industry practices and standards, particularly its focus on sustainability—a testament to the industry’s evolving priorities. Mussard extends an invitation to industry professionals to join the upcoming webinar and contribute to the critical dialogue on the future of quality in digital advertising.
This initiative by IAB Europe not only sets a new benchmark for quality in digital advertising but also underscores the sector’s growing consciousness towards sustainable practices. By guiding stakeholders through the intricate landscape of digital advertising with a keen focus on quality and sustainability, IAB Europe is paving the way for a more responsible and effective industry.
For further details on the “Guide to Quality” and information on how to participate in the upcoming webinar, industry professionals are encouraged to connect with IAB Europe.
The move by IAB Europe to update its Guide to Quality, with an added emphasis on sustainability, represents a significant step towards a more accountable and high-quality digital advertising ecosystem. By fostering a dialogue on these critical issues and providing actionable guidance, IAB Europe is leading the industry towards a brighter, more sustainable future.
