Building a Better Ecosystem: Why Moloco Supports the IAB Gold Standard

At Moloco, we believe the future of mobile app advertising depends on trust, transparency, and delivering high-quality ad experiences that respect and engage users. That’s why we support the IAB Gold Standard—an initiative that raises industry standards and helps create a healthier ecosystem for users, developers, advertisers, and publishers.

The Gold Standard promotes best practices to reduce ad fraud, protect brand safety, improve user experience, and bring more transparency to the supply chain. These goals align with our approach to responsible advertising across the millions of high-quality, independent apps we work with.

Reduce Ad Fraud and Strengthen Supply Chain Transparency

To reduce fraud and improve transparency in the programmatic supply chain, Moloco supports and has implemented key initiatives developed by the IAB Tech Lab. This includes:

• buyers.json & DemandChain Object: Both protocols help identify and validate buyers in the advertising supply chain, allowing publishers and supply partners to gain visibility into who is buying their inventory and under what conditions. We’ve implemented these protocols within Moloco Ads and actively encourage partners to do the same. 
• Open Measurement SDK: We support the Open Measurement initiative to ensure consistent, independent ad measurement across environments—an essential component of building trust between advertisers and platforms. Whenever possible, we prioritize working with partners who are integrated with this SDK. 

By adopting these standards for Moloco Ads, it helps ensure that every impression originates from a verifiable source and delivers measurable value.

Uphold Brand Safety

In today’s digital landscape, brand safety is non-negotiable. For the fourth consecutive year, Moloco has earned TAG Brand Safety Certification, an industry-recognized mark of our commitment to preventing harmful or inappropriate ad placements.

This certification reflects our continued efforts to build trusted, high-quality inventory for our advertisers—ensuring their campaigns appear in environments that align with their brand values.

Improve The User Experience

We believe great advertising should never come at the expense of the user experience. That’s why Moloco is a partner of the Coalition for Better Ads, an organization dedicated to improving ad quality by eliminating disruptive and intrusive formats.

By supporting standards that prioritize respectful, engaging, and non-intrusive ad experiences, we help build lasting trust with users—while also driving stronger performance for advertisers and sustainable monetization for app developers.

Why It Matters

Supporting the IAB Gold Standard is more than checking a box—it’s a reflection of our broader values as a company. As the digital ad ecosystem evolves, Moloco remains committed to creating a cleaner, safer, and more effective advertising environment—one where transparency, performance, and respect go hand in hand.

We believe that better standards lead to better outcomes. And we’re proud to do our part in moving the industry forward.

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