IAB Europe, the European association for the digital marketing and advertising ecosystem, has released it Updated Guide to Quality for 2024. This guide provides a resource for all stakeholders in the supply chain, offering insights, best practices, and practical examples to elevate the quality of digital advertising campaigns. Building upon the the first release in September 2021, the latest edition encompasses additional quality elements, with an extra focus on sustainability best practices. This briefly highlights issues such as greenwashing, greenhushing and how to use terms such as “net zero” and “carbon offsets” in creative executions. As with the last edition, the guide addresses areas such as viewability, brand safety and suitability, ad fraud, campaign creativity, user experience and privacy.

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