TAG Today - May 2020

May 28, 2020

Fraud Snapshots
TAG In The News

TAG Regional Fraud Snapshots Show Global Picture of Industry Success

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Two recent regional analyses of ad fraud have shown the success of TAG programs in reducing Invalid Traffic (IVT) in channels where multiple companies have achieved the TAG Certified Against Fraud Seal.

Conducted by The 614 Group, the 2020 TAG UK Fraud Snapshot and TAG Asia-Pacific Fraud Snapshot found dramatic 76 percent and 91 percent overall reductions in IVT, respectively, when advertisers chose to buy through TAG Certified Channels, compared to broader industry averages. The IVT rate in those TAG Certified Channels was held to under one percent in both regions, with the UK IVT rate at 0.63% and the APAC rate at 0.82%.

2020 TAG UK Fraud Snapshot:


Commenting on the results, TAG CEO Mike Zaneis said, "Ad fraud is a global problem, and this data supports our efforts to build a worldwide solution. When advertisers and agencies use supply chain partners that have achieved TAG’s rigorous anti-fraud standards, their risk of fraud drops dramatically, helping ensure they are reaching customers and not enriching criminals. We are delighted to work with a growing roster of companies to build a common global defense against ad fraud and other criminal activity."

2020 TAG Asia-Pacific Fraud Snapshot:

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"Agency executives around the world understand the value and importance of having an accepted IVT benchmark for effective anti-fraud programs against which they can measure and improve their performance," added Rob Rasko, CEO of The 614 Group. "These regional snapshots have provided solid metrics for success across European and APAC ad markets, so advertisers can dive deeper into their own results."



Industry Collaboration Puts ICEBUCKET Fraud Ring in Deep Freeze

fraudAs consumer behavior evolves, so do the tactics used by the criminals who prey on our industry, which is why TAG works aggressively to stay one step ahead of the fraudsters. That’s why we announced in January that one of TAG’s strategic priorities this year would be developing industry-wide definitions of Over-the-Top TV (OTT) and Connected TV (CTV), so TAG can lead efforts to address fraud and piracy across those channels.

While we work on those definitions and related standards, we are also working with key partners to educate the industry about new and emerging threats over those channels. Late last month, we partnered with White Ops to host a briefing for TAG’s worldwide community on ICEBUCKET, the largest and most widespread CTV fraud ring discovered to date, which was uncovered through the work of White Ops researchers.

icebucket-01More than 200 attendees from 100+ companies spanning a dozen countries across the digital ad supply chain received a detailed analysis and update on the threat from White Ops executives Dimitris Theodorakis and Mike Moran and TAG COO Rachel Nyswander Thomas. For those who missed the live briefing, you can review the session presentation or download the session recording through these links.



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TAG in the News

From "Ad Tech Braces for More Investigations Into the Programmatic Supply Chain" in Adweek:

A landmark report exploring how advertisers’ payments are distributed throughout the complex ad-tech ecosystem has prompted much finger-pointing and some handwringing within the industry...

[The] Trustworthy Accountability Group (TAG) is championing its own payment ID system as a means of better ensuring accountability in the sector.

"A contract might look watertight, but it can spring a ton of leaks when an advertiser tries to track the actual flow of money through their campaigns," said TAG CEO Mike Zaneis in an emailed statement. "That’s why TAG is pushing the industry to adopt a consistent framework to identify every entity in the supply chain that touches an ad by using unique TAG IDs for transparency."



TAG ShieldA PR Reminder from TAG

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.

 A PR Reminder from TAG

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.

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