TikTok receives IAB UK certification

New Ideas in MarketingEssential news for marketers, summarised by YouGov
February 01, 2021, 1:01 PM GMT+0

This is the first time an industry body has certified ByteDance-owned platform for digital advertising.

ByteDance-owned TikTok received Gold Standard 2.0 certification from IAB UK. Gold Standard 2.0 aims to enhance transparency and address privacy concerns by reviewing data protocols against a standardised process. It requires companies to meet several criteria, provide certain documents and demonstrate their compliance with GDPR and ePrivacy Directive.

To reduce fraud and meet IAB UK’s Gold Standard 2.0 certification criteria, TikTok adopted app-ads.text. The video-sharing app further promoted the Coalition of Better Ad’s Better Ads standards for mobile web to offer a positive user experience.

TikTok Europe head Stuart Flint said the company is continuing to invest in new measures and work with industry partners to enhance safety features. Flint added they are looking forward to working with IAB UK to “promote transparency, privacy and safety features across the digital advertising industry.”  

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