TAG Launches TAG TrustNet to Advance DLT
After extensive evaluation and consultation, the Trustworthy Accountability Group (TAG) is pleased to announce the launch of TAG TrustNet, a new phase of TAG’s ongoing Distributed Ledger Technology (DLT) initiative.
We are excited to move forward in applying this exciting emerging technology to real-world challenges faced by the TAG Community, and the digital advertising industry as a whole. Focused on two key industry challenges, TAG TrustNet will work to build trust and transparency across the supply chain by establishing a common “truth” on metrics that will improve the efficiency of reporting for all stakeholders, including the verification of TAG certification status for inventory, strengthening the industry’s fight against ad fraud and other brand safety concerns.
The launch of TAG TrustNet follows a twelve-month cross-industry pilot program initiated by JICWEBS, prior to its merger with TAG, and a subsequent industry consultation led by TAG with UK partners to evaluate the feasibility and benefits of DLT to increase trust and transparency in digital advertising.
Going forward, TAG plans to continue to work with technology partner Fiducia in its efforts to standardize a DLT infrastructure for the industry, so that TAG TrustNet and future DLT efforts can avoid confusion, miscommunication, and conflicting standards. Fiducia’s open-source platform has received strong positive recognition for providing an industry template, and we look forward to a continued partnership with them.
Beyond Fiducia and industry partners, a number of brands and agencies have expressed interest in participating in TAG TrustNet, and TAG welcomes inquiries and engagement from potential new partners who would like to explore this valuable and exciting opportunity. Interested parties can contact Adrian Lacey at firstname.lastname@example.org