The pledge sees both firms committed to working solely with certified digital advertising suppliers wherever possible, while also applying pressure on others to do the same.
The initiative first began in early 2018 as a means of marrying existing measures to combat ad fraud, increase brand safety and improve the digital advertising experience for users. In order to comply with the more stringent criteria companies must implement IAB Tech Labs’ ads.txt, undergo an independent JICWEBS DTSG audit and adhere to the principles set out by the Coalition for Better Ads.
IAB UK’s chief digital officer Tim Elkington said: “Since its inception, Gold Standard adoption has been really strong. The fact that advertisers are now getting behind the initiative is crucial in cementing its effectiveness. Tesco and McDonald’s are leading by example when it comes to advertisers’ responsibility to improve digital advertising. It’s only by having all parts of the industry on board that we can affect real change.”
Nick Ashley, head of media and campaign planning at Tesco, added: "It’s in all of our best interests to collectively raise online ad standards, as we strive to communicate to our customers in the most helpful, relevant and effective way. The IAB Gold Standard is a clear start to building better standards across the industry; moving forward we also encourage all stakeholders to agree on a single industry-wide set of standards that we can all get behind."
There are currently 95 media owners, media agencies and ad tech companies certified under the scheme, up from 80 in April.