TAG member companies, having achieved Verified by TAG status, can then work with Team TAG earn any of TAG’s certifications. These certifications allow companies to promote themselves as actively working to combat fraudulent and criminal activity in digital advertising.
TAG member companies that receive all of TAG's available seals achieve the coveted Platinum Member status. Read more about these industry-leading companies.
TAG launched its Certified Against Fraud Program in 2016 to combat invalid traffic in the digital advertising supply chain. Companies that are shown to abide by the Certified Against Fraud Guidelines receive the Certified Against Fraud Seal and use the seal to publicly communicate their commitment to combating fraud.
By encouraging legitimate participants in the digital advertising supply chain to meet these standards, the TAG Certified Against Fraud Program has been shown to be an effective tool in reducing fraudulent invalid traffic in the digital advertising supply chain. The 2019 TAG Fraud Benchmark Study, conducted by The 614 Group, found that the use of TAG Certified distribution channels for digital advertising cut the IVT rate to 1.41 percent across more than 201 billion display, video and mobile impressions, reducing the level of fraud by more than 88% compared to the broader industry average.
Since 2014, the Trustworthy Accountability Group (TAG) has partnered with industry leaders to design and strengthen the Certified Against Malware Program, providing companies with a roadmap for taking on the complicated issue of malvertising.
A survey of U.S. consumers conducted by the Brand Safety Institute (BSI) found that 93% of respondents would reduce their spending on an advertised product if the ad had infected their computers or mobile devices with malware – and 73% would stop buying that product altogether. The digital advertising industry has reacted to that consumer attention with greater vigilance and a strengthening of anti-malware practices, and the number of companies holding the Certified Against Malware Seal grew by more than 44% in the past year alone, making it TAG’s fastest growing certification program.
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.
TAG launched its Certified Against Piracy Program in 2015 to 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. Today, the Certified Against Piracy Program is open to participation by buyers, direct sellers and intermediaries across the digital advertising ecosystem. Buyers and sellers can now choose from a market of anti-piracy service providers whose services have been "Certified Against Piracy," as well as earning the certification themselves.
Research commissioned by TAG and undertaken by Ernst & Young LLP in 2017 showed the impact of industry efforts to reduce ad-supported content piracy. The study found that anti-piracy steps taken by the digital advertising industry have reduced ad revenue for pirate sites by between 48 and 61 percent, notable progress against the $2.4 billion problem of infringing content measured by Ernst & Young in 2015.