Venatus becomes first gaming publisher platform to achieve IAB's Gold Standard 2.1 certification

Venatus is proud to be the first global gaming publisher platform (supply-side support) to achieve IAB’s Gold Standard 2.1 certification, leading the industry in driving improved supply chain transparency, ad quality and brand safety.

The latest version of the IAB Gold Standard includes updated criteria to address challenges in online advertising, including ad fraud, brand safety and ad bombardment. Specifically, this revision encourages the industry adoption of IAB Tech Lab’s Buyers.json and DemandChain Object. These standards were developed to combat poor-quality advertising and to bring transparency to programmatic transactions. Importantly, the new criteria include an update to ads.txt with certified companies needing to adhere to ads.txt 1.1.

Venatus has been a committed supporter of the IAB Gold Standard since its inception in 2017 and the latest certification, 2.1 illustrates an ongoing commitment to its advertising partners to provide trustworthy inventory and campaigns that are always brand safe.

Venatus COO, Matt Cannon said: “Venatus is dedicated to providing our partners with quality ad solutions and this certification is evidence of how we maintain our high standards. Transparency along the supply chain is vital for the industry moving forward and we welcome any innovations to support it.”

IAB UK’s CEO, Jon Mew said: “Bringing greater transparency to the digital advertising supply chain is a key priority for our industry and something our members are committed to helping deliver. By incorporating these new steps into the Gold Standard, we’re taking a significant step towards that and it’s brilliant that the first companies to be certified come from across the digital ecosystem.”

Buyers.json & DemandChain Object:

These are two new buy-side standards that are designed to tackle malvertising and undesirable ads by offering greater transparency around the parties involved in an ad transaction. You can find out more here.

Ads.txt 1.1:

An industry standard that allows publishers to declare which advertising platforms or systems they are working with. The updated specification, 1.1, includes additional identifiers to offer buyers greater detail on the owner and manager of the inventory.

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