IAB UK LAUNCHES DIGITAL ADVERTISING TRANSPARENCY INITIATIVE

The Internet Advertising Bureau (IAB) the UK has launched a tool to help buyers understand the digital advertising value chain. In particular, the tool called ‘Transparency FAQs’ is aimed at addressing the challenges of the so-called ‘tech tax’. IAB UK members including Inskin, Integral Ad Science, OpenX, Rubicon Project, Teads, and Unruly, among others have come together to produce 20 common questions that can be asked of digital advertising businesses. These questions, which cover pricing, placement, and data usage, aim to provide brands and agencies with the right questions to ask in order to better understand company business models and their approach to transparency. Questions include ‘What is your business model and how do you make money?’, ‘What brand safety measures do you use?’, and ‘Under GPDR, what legal basis are you providing your services under?’.

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