The tools and data used by the industry to monetise advertising are evolving. CESP’s services have been adapting to these changes so that we can cater to the needs of our members and fully play our role in the media and advertising industries as a trusted third party responsible for endorsing the quality of the benchmarks used for monetisation. In late 2016, the Board approved CESP diversifying its services in the domains of certification and accreditation. One of the outcomes of this new direction is CESP’s involvement in the Digital Ad Trust initiative, which is a cornerstone of our certification activities. The first step is to define a reference framework, which is to say a list of certification criteria in conjunction with industry professionals. The second step is to apply the predefined criteria and to assess the compliance of the solution or the candidate company with these criteria and to decide whether or not to award it the quality certification.