December19 Achieves IAB Gold Standard Certification as Buyer Planner
We’re proud to share that December19 has officially been certified under the IAB UK Gold Standard as a Buyer Planner — a recognition that reflects our ongoing commitment to creating a more transparent, responsible, and effective digital advertising ecosystem.
Why the Gold Standard Matters
The Gold Standard, established by the Internet Advertising Bureau (IAB UK), is widely regarded as the benchmark for best practice in digital advertising. Its purpose is simple yet ambitious: to raise industry standards, rebuild trust, and deliver better outcomes for brands, publishers, and audiences alike.
According to the IAB, the Gold Standard “incorporates cross-industry standards and initiatives to address numerous shared challenges within the ecosystem, including tackling ad fraud, improving supply chain transparency and helping to limit carbon emissions”
For advertisers, this means confidence that their media investment is being managed responsibly. For consumers, it means digital experiences that respect privacy, safety, and attention. And for agencies like December19, it provides a framework to continue driving accountability while keeping innovation front and centre.
What Certification Involves
To achieve Gold Standard certification as a Buyer Planner, agencies must demonstrate compliance across four key areas:
Fighting Ad Fraud: Using tools such as ads.txt and end-to-end supply chain transparency, we ensure that client budgets are spent with legitimate, verified publishers.
Protecting Brand Safety: Through TAG Brand Safety Certification, we safeguard campaigns from being placed alongside harmful or inappropriate content.
Improving Digital Experiences: We work with formats and strategies that respect people’s time and attention — advertising that audiences actually welcome, rather than avoid.
Prioritising Privacy: From GDPR compliance to privacy-first solutions, we take data responsibility seriously, protecting users while maximising campaign effectiveness.
These principles reflect practices that we have long championed at December19, making the certification a natural extension of our ethos.
Voices from Across the Industry
The Gold Standard has been embraced by advertisers and publishers as an important step in building trust. As Nick Ashley, Head of Media and Campaign Planning at Tesco, explains:
“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.”
The initiative is also recognised by the UK Government’s Online Advertising Taskforce, which has highlighted the Gold Standard as a model for industry-wide accountability and harm reduction
Building on Our B Corp Values
For us, certification is not just about compliance — it’s about aligning with our values as a B Corp accredited agency. Since gaining B Corp status in 2022, we’ve worked to integrate transparency, accountability, and sustainability into everything we do. From reducing carbon emissions in digital supply chains to innovating with proprietary programmatic solutions, responsibility is at the heart of our approach.
Looking Ahead
Our IAB Gold Standard certification is another milestone in our mission to deliver Clearly Effective Media — work that is both impactful for brands and respectful of audiences.
At December19, we believe the future of media isn’t just about reaching people; it’s about reaching them responsibly. With this certification, we’re proud to stand alongside industry peers in shaping a better, more accountable advertising ecosystem.