Interactive Advertising Bureau’s UK department has launched a new initiative to spearhead a movement to help the digital advertising industry clean up some of its bad advertising. Twenty three of IAB’s members have signed a letter of intent from IAB, promising to implement changes in their respective digital advertising businesses. Called the “IAB Gold Standard,” the initiative is comprised of three best practice goals: to reduce ad fraud, to increase brand safety, and to improve the viewing experience for the end user. By addressing these issues, IAB contends it can “build a sustainable future for the industry.” While brands and marketers had begun shifting larger and larger budgets to digital advertising because of its precision targeting and advanced analytics, the…