Written by Arshiya Nazir, Director Programmatic Strategy, dentsu

Dentsu’s continued support for the IAB Gold Standard helps deliver better experiences for everyone

In today’s digital world, advertising success is no longer just about reach or frequency: it’s about resonance, relevance, and respect. Audiences are more discerning than ever, and rightly so. They want fewer, better ads. They want transparency on how their data is used. And they want brands to show up in a way that enhances, not interrupts, their online experiences.

The advertising industry has made huge strides in response to these expectations. But there’s more to be done. That’s where the IAB Gold Standard comes in: a framework designed to raise the bar on digital advertising, ensuring it’s safer, more transparent, and more user-friendly for everyone involved, from advertisers and publishers to the consumers they aim to reach.

As we work towards requalifying for the next round of Gold Standard accreditation, we at dentsu want to reaffirm not just our commitment to the IAB’s principles, but our belief in why they matter. Because at the heart of it, these aren’t just technical standards. They’re tools for building a better advertising ecosystem; one that puts people first.

Trust starts with transparency

Booking a premium media buy and discovering your ad ran on a low-quality, unknown site – or worse, next to harmful content is a reality for some, as proven with the recent Xshorts and Forbes scandal. Paying for impressions that never reached a real person is also more than a theoretical concern. They’re real challenges faced across the programmatic landscape.

That’s why we actively support the IAB Tech Lab’s SupplyChain Object and DemandChain Object standards. These tools improve transparency across the ad supply path, making it easier to see exactly where your ad is going and who is involved at each stage of the transaction.

• SupplyChain Object provides visibility into the inventory path, enabling advertisers to filter out low-quality or fraudulent supply and engage only with verified sources.
• DemandChain Object brings clarity to the buy side, allowing publishers to understand more about the demand sources placing bids on their inventory.

Together, these standards create a more trustworthy environment for everyone. They give advertisers greater control. They help publishers protect the integrity of their platforms. And ultimately, they ensure that the ads people see come from legitimate, accountable sources.

At dentsu, we’ve embedded these tools into our processes – not because we have to, but because we believe that a cleaner, more transparent supply chain benefits everyone, from clients to consumers.

User experience should never be an afterthought

If people are skipping, blocking, or resenting your ads, you’re not just wasting budget, you’re damaging your brand. That’s why good user experience must be a foundational principle in any media strategy.

We’re proud to continue our support for the Coalition for Better Ads, whose research-backed guidelines help the industry understand which ad formats people actually prefer versus which ones they find intrusive, annoying, or disruptive.

The Better Ads Standards are clear: audiences don’t want autoplaying video with sound, pop-ups that cover content, or long-loading interstitials. They want ads that are quick to load, easy to dismiss if uninterested, and well-integrated into their content experience.

That’s not just good UX design. It’s smart advertising. Studies show that respectful, relevant ads perform better across key metrics like recall, engagement, and conversion. At dentsu, we actively promote these standards in our creative and media guidelines, encouraging clients to build campaigns that are optimised not just for output, but for audience enjoyment.

After all, better ads don’t just make people happier. They make campaigns more effective.

Innovation needs a solid foundation

In an industry constantly evolving – whether it’s the rise of Connected TV, the shift to cookieless targeting, or the explosion of retail media – it’s easy to get swept up in shiny new opportunities. But without standardisation, those innovations can’t scale.

That’s why we continue to champion initiatives that build technical foundations for smarter, more effective advertising.

Take the Ad Creative ID Framework, for instance. It enables improved ad tracking, creative performance measurement, and cross-platform consistency. With this standard in place, brands can understand which creative executions are working and optimise them in near-real time – something that’s increasingly vital in today’s fragmented media environment.

Similarly, as Connected TV (CTV) cements its role in the media mix, we’re supporting new standards that help bring clarity and control to the space. The VAST CTV Addendum, RefSettings, and updated video signals are designed to improve how video ads are served, tracked, and measured across different CTV environments.

These advancements may sound technical, but they’re transformative in practice. They help ensure that a brand’s ad looks great and performs consistently, no matter where it’s watched. And they help buyers and sellers speak the same language, making campaigns more efficient and accountable.

Why this still matters, and always will

Requalifying for the IAB Gold Standard isn’t a checkbox exercise. For us, it’s a signal of our ongoing commitment to creating a healthier, more human digital advertising ecosystem.

We’re proud of the progress the industry has made, but we also recognise how much more there is to do. From eliminating ad fraud to improving sustainability and upholding consumer privacy, the journey toward better advertising is a continuous one.

But here’s the good news: when we get it right, everyone wins.

• Advertisers reach audiences in ways that resonate.
• Publishers monetise their platforms without compromising quality.
• And consumers enjoy content without being bombarded by irrelevant, invasive ads.

That’s why we’re not just supporting the IAB Gold Standard; we’re championing it. Because better standards mean better outcomes. And better outcomes mean stronger, more sustainable relationships between brands and their audiences.

Join us in raising the standard

We believe that driving change in digital advertising isn’t something any one organisation can do alone. It takes collaboration, accountability, and a shared belief that good advertising is good for people, not just profits.

So, as we move toward our next phase of Gold Standard accreditation, we encourage others across the industry to join us. Let’s continue building a digital advertising landscape that puts people first; one ad, one format, one campaign at a time.

For more information about the IAB Gold Standard and how you can get involved, visit:
👉 https://www.iabuk.com/goldstandard

And if you’d like to explore how dentsu can assist with your digital advertising challenges and opportunities, do contact us.