March 1, 2022

TAG Today - February 2022




TAG Working Groups are the engine of TAG’s success. They bring together top executives from TAG member companies to engage with one another, evaluate new challenges and threats, address emerging issues, and design the standards that will protect the supply chain and brand safety.

Bringing together thought leaders from across the industry TAG working groups develop and maintain the standards for TAG’s certification programs, as well as the tools companies need to fight crime and improve brand safety.Recent discussions in the TAG Working Groups include: :


Anti-Fraud Working Group

Co-Chairs: John Alleva, NBCUniversal; Sargi Mann, Havas; Per Bjorke, Google

  • SXM Media’s Brendan Kelly, Maria Breza and Stacey Hultgren joined the group to talk about IVT challenges in digital/programmatic environments. 
  • Discussions around TAG's SSAI billing notification tool and IAB Tech Lab's ads.cert.
  • TAG’s Fraud Research in UK, US and APAC. 

Watch the below highlights video from our most recent Anti-Fraud Working Group. 

HubSpot Video


Anti-Malware Working Group

Co-Chair: Chris Hallenbeck, OpenX

  • Melissa Cooper and Cody Pape from Sovrn shared their process of implementing a successful anti-malware program 
  • OpenX’s Chris Hallenbeck shared his company’s best practices for complying with the new requirements of the Certified Against Malware Guidelines v4, including the importance of utilizing multiple methods for malvertising detection and removal, vetting partners and threat intel sharing.
  • To learn more and join the AMWG, contact Bonnie Niederstrasser at

Watch the below highlights video from our most recent Anti-Fraud Working Group. 

HubSpot Video


Brand Safety Working Group

Co-Chairs: Stevan Randjelovic, GroupM; David Green, NBCUniversal

  • Participants discussed program objectives for 2022 and did a deep dive on TAG’s Pirate Mobile App List and how to use it.
  • Publicis’s Alexis Sandler and the Mail Metro Media’s Ryan Uhl discussing their experience with the TAG Brand Safety program, what compliance means and rolling it out to their Global operations.
  • Conscious Advertising Network’s (CAN) Harriet Kingaby speaking about how supporters of CAN can work together with the organisation to build the 6 principles of their  manifesto into all briefs and RFPs.
  • To learn more and join the BSWG, contact Adrian Lacey at


If you’ve never been involved in a TAG Working Group,* now is the time to start. And if you have taken part in a working group in the past, you should consider expanding your horizons into a different area of TAG’s work.

*Participation in TAG’s Working Groups is a benefit open to all members of the TAG Community.  If you’re not yet a TAG member, get started today at  . 





In January, TAG MD UK & Europe Jules Kendrick took part in an IAB Tech Lab panel discussion on CTV and video advertising, focusing on how to best apply industry standards to these rapidly emerging media channels. The panel included executives from Google, HUMAN, Index Exchange, and Publica discussing the best ways to make SSAI work, specifically challenges, benefits, and ads.cert authenticated connections. You can find the full discussion here.





TAG CEO Mike Zaneis joined Tim Brown, CEO and Co-founder of Fiducia; Scott Cunningham, Owner of Cunningham Tech Consulting; and Todd McDonald, Co-Founder and Chief Product Officer of R3 at IAB ALM 2022 in February to discuss the future of distributed ledger technology and its potential to create a shared truth for the digital advertising industry. To watch the panel, register here. Mike will also present on TrustNet at the South by Southwest (SXSW) Festival on March 12th. 


TAG TrustNet has been selected to work on the ANA Programmatic Study. For more information of what TAG TrustNet is and how to get involved, visit or contact Adrian Lacey ( 


On March 17th, Nick Stringer will take part in the Brand Safety Summit Asia in Singapore to discuss the results of the 2022 APAC Fraud Snapshot and other brand safety topics. Register here


On March 24th, Jules Kendrick will take part in the Brand Safety Summit Europe in London. Register here




What is your role at TAG?

I serve as TAG’s Director of Policy, focused on facilitating TAG’s Anti-Fraud and Anti-Malware Working Groups. You should also contact me if you have any questions or need access to TAG’s compliance tools, including our Data Center IP List and Pirate Mobile App List. 


What stands out to you about the work you do or have done at TAG? 

Approaching my fifth anniversary at TAG, I have had the opportunity to wear many hats across the board at TAG, including helping kick off TAG’s Threat Sharing Hub (which has since evolved into the TAG Threat Exchange), running engagement calls, reviewing certification (and recertification) applications for our Certified Against Fraud, Malware and Piracy programs, and onboarding new tools and guidelines.  I love that my work enables me to leverage my 20+ years of experience in the digital advertising industry - across a number of current TAG member companies – into TAG’s mission of stopping criminal activity and building trust and transparency into our ecosystem.


What fun fact about you would surprise your TAG friends and colleagues?

I used to be a certified rocket scientist and a professional singer, violinist, and pianist in my past lives, performing alongside world-renowned artists like Joshua Bell, Kristin Chenoweth, and Rita Moreno, among others. Now I constantly drive my kids (see photo) to their various musical endeavors. (Most recently, my son performed Fritz with Miami City Ballet’s The Nutcracker at the Kennedy Center in DC!)  



From “TikTok Launches Its Global Brand Safety Centre” in MediaWeek:  

Pillar four is partnering for progress, which Bryne noted helps partnerships help inform their own operations and push the industry forward for the greater good of the digital ecosystem.

He said that over the last year TikTok expanded and deepened our partnerships including joining Technology Coalition, participating in the inaugural and 2nd GARM Aggregated Measurement Reports, a seat on the board of the Brand Safety Institute, becoming TAG Brand Safety Certified globally by the Trustworthy Accountability Group, and listening to feedback in areas of digital safety, security and more from their community and the Asia Pacific Safety Advisory Council.

Looking ahead, TikTok says they hope to expand partnerships and solutions into new markets, to work with industry groups to set definitions and standards for critical brand safety issues such as misinformation and ad adjacency.


From“Barriers to Entry: Supply Chain Transparency Within Programmatic” in PerformanceIN


It can be difficult for advertisers to navigate the ‘wild west’ of programmatic advertising. Although no legislation exists to enforce transparency, industry bodies such as the IAB (Internet Advertising Bureau) and TAG (Trustworthy Accountability Group) have provided certifications and standards as key guidance. 

The aim of these is to increase brand safety and trust, mitigate ad fraud and provide reassurance to advertisers before an investment decision is made. In addition, initiatives such as Authorised Digital Sellers (Ads.txt/app-ads.txt, seller.json and supply chain object) help prove the legitimacy of sites and apps.

One more thing...

Leverage TAG Research into Your Everyday!

From APAC Fraud Snapshot reports, to UK Brand Safety Consumer reports, to Best Practices whitepapers, TAG's research is here to support our member's day-to-day compliance as well as strategic planning. 

Visit our Data and Insight page 👉

Let's Make Some Noise Together 🤝

We love it when TAG members highlight our work together to fight digital ad crime and improve transparency. Please send any TAG-related press releases, blogs, or other announcements to Andrew Weinstein at for review before release.


Topics: Blog