Transparency in digital advertising

Increased transparency in the digital advertising supply chain is important as this makes it easier for buyers to understand where value is added and in turn reward those companies that add most value. This is an important element of our overall vision to build a sustainable future for digital advertising

Tim Elkington at Leadership Summit 2023

Tackling advertisers’ challenges online: the essential standards to know

We've worked with IAB Tech Lab to map how existing industry challenges are addressed by current industry standards. Check out our breakdown of key issues that advertisers are facing online – from scam ads to ad misplacement  and the standards that you should implement to help mitigate them.

IAB members talking at ad tech event

How does it work?

Transparency is a key element of our vision to build a sustainable future for digital advertising. Here's how it works.

IAB member reading FAQs

Read the FAQs

Which companies have completed the Transparency FAQs? View the member profiles and see the responses.

IAB member discussing transparency at forum

Complete the FAQs

For more information on the Transparency FAQS you can get in touch here.

IAB members discussing

Gold Standard x transparency

Gold Standard 2.1 to bring increased transparency to digital supply chain

Guide to MFA websites

Our guide to Made For Advertising websites explain their risks and detail common characteristics to help advertisers avoid placing ads on them

ISBA welcomes the IAB’s new Transparency FAQs initiative. In a complex media environment, voluntary disclosure of this sort will help advertisers make comparisons and understand the differences between ad tech providers

Phil Smith, Director General of ISBA

Chloe Nicholls speaking at IAB Leadership Summit

Programmatic: the basics

Are you interested in learning more about transparency in the supply chain? We have developed a handy guide to understanding programmatic. Take a look at the different stages in the supply chain and what they do. 


A Guide to the Connected TV Supply Chain

Building on our ‘Changing the Channel’ and  Programmatic Supply Chain work, this guide will help you understand the supply chain in one of the newest, most exciting and innovative sectors within digital advertising, Connected TV.

It provides practical insight into the fast-growing CTV sector by curating advice and guidance from the IAB’s CTV Advisory group. 

Financial audit transparency in the programmatic supply chain

The Cross Industry Programmatic Taskforce – including IAB UK, ISBA, the IPA, and the AOP – has produced a set of tools to enable advertisers and publishers to act on their existing rights to financial audits of their programmatic supply chains.


Find out more

The IPA supports initiatives that increase clarity in the advertising market and as such welcomes the IAB’s new Transparency FAQs as they help agencies understand the role of companies in the ad tech space.

Nigel Gwilliam, IPA

Why digital advertising works

Discover why digital advertising is effective for reaching your customers and building brands.