Matterkind UK is proud to have achieved certification for the IAB Gold Standard 2.0. The IAB Gold Standard is an initiative which aims to improve the digital advertising experience, helps compliance with the GDPR and ePrivacy law, tackles ad-fraud and upholds brand safety. We encourage all of our partners to get involved, and certify in this program, so that we can help ensure the sustainability of the digital ecosystem. Matterkind is built on trust and transparency, and we always want to be able to demonstrate this to our clients. 


Krunal Patel, General Manager, Matterkind UK, “We are delighted to have achieved certification in the IAB Gold Standard. At Matterkind, we have robust practices and it’s always rewarding to know that this is validated by an initiative which is raising the standards for the industry”.


Within this program, we are also advocating for specific initiatives from the IAB Tech Lab; ads.txt, sellers.json, and OpenRTB supplychain object. These initiatives are important for increasing transparency and trust in the digital advertising ecosystem.


What is Ads.Txt?


The mission of the ads.txt project is simple: Increase transparency in the programmatic advertising ecosystem. Ads.txt stands forAuthorized Digital Sellers and is a simple, flexible and secure method that publishers and distributors can use to publicly declare the companies they authorize to sell their digital inventory. Also, and importantly, there is the app-ads.txt initiative which seeks to solve the same problem for mobile and OTT applications. More information can be found here.


What is sellers.json?


sellers.json provides a mechanism to enable buyers to discover who the entities are that are either direct sellers of, or intermediaries in, the selling of digital advertising. More information can be found here


What is SupplyChain object?


The SupplyChain object enables buyers to see all parties who are selling or reselling a given bid request. More information can be found here.