Onyx by Outbrain Achieves IAB Gold Standard Accreditation as Part of Its Commitment to Uphold Best-in-Class Industry Standards
Onyx by Outbrain is now proudly certified for the IAB UK’s latest Gold Standard as part of our ongoing commitment to upholding industry best practices and creating a sustainable future for digital advertising.
Around $84 billion in digital ad spend was lost to fraud last year, according to Juniper Research. With eMarketer forecasting worldwide digital ad spend will reach $676.94 billion in 2024, that would mean 12% of digital ad spend could be going to ad fraud.
Onyx by Outbrain recognizes the increasing value in an industry-wide initiative, which not only aims to reduce ad fraud, but also upholds brand safety, improves the user experience, and supports compliance with GDPR e-privacy law. The IAB Gold Standard certification focuses on addressing these important challenges, existing as a demonstrable force for positive change by holding the industry to universal standards.
Launched in 2023, Onyx utilizes Outbrain’s prediction technology to maximize attention and deliver outcomes, ensuring brand dollars are allocated to the most valuable and impactful moments. We are pleased to have achieved accreditation in line with the Gold Certification’s latest update, which builds upon the existing foundation by introducing new protocols spanning the entire supply chain.
“As part of our commitment to a transparent and sustainable future for digital advertising, we launched Onyx as a dedicated environment of brand-safe placements, using predictive technology to serve rich, video and display experiences at high-attention moments,” said Erika Longoria, VP, Demand Partnerships & Strategic Accounts at Outbrain. “By embracing the IAB Gold Standard, we are fostering an environment where advertisers can consistently access superior, brand-safe media, while publishers dedicated to delivering premium content and user experiences are recognized and rewarded with meaningful investment.”
To achieve Gold Standard Certification, Onyx has demonstrated our commitment to IAB’s Tech Labs transparency standards, working to ensure partners across the supply chain incorporate protocols such as DemandChain Object, which allows the supplier of an ad to view all parties involved in buying creative within a bid response, and Buyers.Json, which requires parties involved in the chain to declare which buyers they represent, and communicate to all partners that Open Measurement SDK are essential for present and future media buying.
