Consumers associate a brand's advertising with the context in which those advertisements are displayed. Because the adjacency of an advertisement to specific types of content can cause significant damage to a brand's consumer reputation and revenue, it is imperative that advertisers have a way to ensure that their ads are not misplaced on digital media properties that contain illegal, objectionable, or even simply irrelevant content.
80 percent of consumers said they would reduce or stop buying a product they regularly purchase if it advertised in a range of hypothetical situations involving extreme or dangerous content.Consumer Perceptions Around Brand Safe Advertising
The mission of the TAG Brand Safety Certified Program is to significantly reduce the risk of the misplacement of advertising on digital media of all types, thereby upholding brand safety and protecting the integrity of digital advertising.
The TAG Brand Safety Certified Program promotes the flow of advertising budgets to participants in digital advertising upholding an industry regulated framework for brand safety. The program serves the entire digital advertising supply chain by providing transparency, choice and control for buyers – enabling them to buy advertising inventory with confidence and creating a brand safety framework for sellers that increases the value of certified sellers' inventory.
Mobile piracy – or the placement of legitimate ads on mobile sites and apps with infringing content – is an endemic problem needs to be addressed in order to minimize ad-supported piracy revenue flowing to criminals. While app stores are often successful at removing intellectual property-infringing apps, those apps may be downloaded thousands – or even millions – of times before they are removed. Those apps may continue to operate at scale and generate revenue through advertisements, thereby exacerbating the piracy problem.
The Pirate Mobile App List (PMAL) provides brands with a list of mobile apps that were removed from App Stores for infringing on protected intellectual property rights, but may still be active on user's devices and seeking ad spend to monetize pirated content. Through PMAL, TAG empowers brands and their partners to stem the flow of ad revenue to mobile apps with pirated content.
In partnership with Creative Future, TAG leads Follow the Money, an ongoing effort to reduce the appearances of legitimate advertisements on pirate websites across the U.S. market. As a direct result of this collaboration, brand advertisements no longer appear in the U.S. on pirate sites at volume; representing a 90% decrease in just two years.
Project Brand Integrity (PBI) continues and expands that work to the European markets, helping to protect European brands from association with illegal stolen content by alerting advertisers or their agencies to ads running on pirate sites. Through a partnership between TAG and White Bullet, PBI is able to monitor and document ads on infringing sites, and share information about those ad misplacements with the advertiser or its agency.
By working with advertising agencies to revise their digital media practices, this program has had a significant impact far beyond just those brands contacted, affecting both the advertising ecosystem as a whole and the profitability of ad-supported infringing sites.
TAG recently led a twelve-month, cross-industry pilot in the UK that evaluated the feasibility and benefits of using Distributed Ledger Technology (DLT) to increase trust and transparency in digital advertising.
If your company is involved in trading digital media programmatically we invite you to review the results, and to help shape future DLT discussions. Please watch and read the information about DLT and the pilot, then share your views by November 5th.
Get involved, this could be the future, with global implications.
In order to enable companies to promote a brand safe environment, the TAG Brand Safety Certified Working Group maintains the Brand Safety Certified Guidelines, which promote the flow of advertising budgets to participants in digital advertising upholding an industry regulated framework for brand safety.
For more information, or to join the Anti-Piracy Working Group, email at firstname.lastname@example.org.
The mission of the Business Transparency Committee is to build trust, transparency and accountability throughout the digital supply chain by developing and promoting the adoption of standards, protocols and technologies that recognize honest industry participants and help combat illegal activity.
The Anti-Piracy Working Group partners with TAG on solutions that help advertisers and ad agencies avoid damage to their brands from ad placement on websites and other media properties that facilitate the distribution of pirated content and counterfeit products.
The Anti-Piracy Working Group maintains the Certified Against Piracy program.