agenda21 receives IAB Gold Standard Certification

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We’re delighted to announce that agenda21 have achieved the Internet Advertising Bureau’s (IAB) Gold Standard certification.

Launched in 2017, the IAB Gold Standard has three simple but fundamental aims - to reduce ad fraud, to improve the digital advertising experience and to increase brand safety. The initiative is part of the IAB’s commitment to raising standards in digital advertising and building a sustainable future for the industry.

Receiving this accreditation means we have supplied the IAB with all the necessary evidence to demonstrate we support the three composite initiatives of the Gold Standard:

  1. Reduce ad fraud by implementing the ads.txt initiative on all sites carrying ads

  2. Improve the digital advertising experience by adhering to the LEAN principles, the Coalition for Better Advertising standards and never using the 12 “bad” ads

  3. Increase brand safety by working with JICWEBS with a view to becoming certified or maintaining certification

Leena Vara-Patel, Director of Ad Technology and Ad Operations said: “As the first agency to be DTSG JICWEBS accredited for both Anti-Ad Fraud and Brand Safety, agenda21 have always taken a ‘gold’ standard approach to the way we safeguard our clients’ digital marketing.

We’re currently working on our third round of DTSG accreditation, so becoming IAB Gold Accredited was a natural step and really cements our approach, policies and standards in this critical area and continues to demonstrate our future commitment to raising industry standards, working alongside media partners and tech companies.”


We’re a modern media agency built for the constantly changing digital world. We exist to shorten the time between a client’s media investment and great stuff happening. Great stuff like driving sales, finding new customers, building market share, launching get the gist. We build connected media for our clients. This means using media that is addressable, ad-servable or conditionally delivered with the purpose of liberating your creative messages and business. If we can’t validate, track and measure it, we don’t do it. When used properly this media and the data captured, creates stories that become the intelligence engine that drives what you do and means you can act now and act fast. We work best with people that don't want business as usual, who want to change how they do stuff and are trying to speed up what they do. That could mean you’re a new start-up or a business trying to secure second round funding. Or you might be a traditional business who recognises there is a need to change. And change now. If you sound like that sort of client, we'll probably work very well with you.