Initial Recipients to Complete Process Include Google, WPP’s GroupM, Interpublic Group, Omnicom, Horizon Media, OpenX Technologies
WASHINGTON, DC – December 7, 2016 – The Trustworthy Accountability Group (TAG), an advertising industry initiative to fight criminal activity in the digital advertising supply chain, today announced the initial group of companies to complete the review process and be awarded the TAG “Certified Against Fraud” Seal, showing they have met TAG’s rigorous anti-fraud standards.
The initial recipients of the TAG “Certified Against Fraud” Seal include Amobee; comScore; DoubleVerify; Dstillery; Google; WPP’s GroupM; Horizon Media; Integral Ad Science; Interpublic Group; Moat; Omnicom Media Group; OpenX Technologies, Inc.; ProData Media; Rocket Fuel Inc.; Sovrn; and White Ops, Inc.
“When future business leaders look back on the forgotten scourge of digital ad fraud, they will point to the leadership of companies like these in helping set a new anti-fraud standard that raised the bar for our industry,” said Mike Zaneis, CEO of TAG. “The initial recipients of the TAG ‘Certified Against Fraud’ Seal represent the connective tissue of digital advertising, including the world’s largest publishers, ad agencies, and ad tech providers, and they have helped establish the TAG seal as the gold standard in the digital advertising ecosystem. We are delighted to announce the initial group of TAG ‘Certified Against Fraud’ companies, and we look forward to welcoming a heavy pipeline of future participants over coming months.”
All of the participants announced today met a rigorous set of guidelines specific to the role they play in the digital advertising supply chain.
- Direct Buyers such as advertisers and authorized advertiser agents (AAAs) completed the TAG Registration process, designated a TAG compliance officer, and complied with the Media Rating Council’s Invalid Traffic (IVT) Detection and Filtration Guidelines.
- Direct Sellers such as publishers and authorized publisher agents (APAs) complied with all of the steps required of buyers, as well as domain list filtering, data center IP list filtering, and publisher sourcing disclosure requirements.
- Fraud Detection Vendors and Measurement Services complied with all of the steps required of buyers, as well as domain list filtering, data center IP list filtering.
- Intermediaries such as ad networks and other indirect buyers and sellers complied with all of the steps required of buyers, as well as domain list filtering, data center IP list filtering, and TAG’s Payment ID System.
Applications from additional companies are currently being reviewed, and the second group of companies to receive the TAG “Certified Against Fraud” Seal will be announced in early 2017. More information about the specific requirements and application process for the TAG “Certified Against Fraud” Seal can be found on the TAG website.
The TAG “Certified Against Fraud” program is part of TAG’s interlocking efforts to eliminate fraudulent traffic, combat malware, fight Internet piracy, and promote transparency across the digital advertising supply chain. TAG provides its member companies with custom packages for the certification processes related to its business, so it can apply for, receive, and use the relevant TAG seals in promoting its efforts to protect the digital advertising supply chain. Applications for 2017 TAG memberships are now being accepted.
About the Trustworthy Accountability Group
The Trustworthy Accountability Group (TAG) is a first-of-its-kind, cross-industry accountability program fighting criminal activity across the digital advertising supply chain. TAG works collaboratively with companies throughout the supply chain in four areas critical to the continued growth and development of the $50 billion digital advertising industry: eliminating fraud, combatting malware, fighting Internet piracy, and promoting transparency. A joint marketing-media industry program, TAG was created by the American Association of Advertising Agencies (4A’s), Association of National Advertisers (ANA), and Interactive Advertising Bureau (IAB). To learn more about the Trustworthy Accountability Group, please visit www.tagtoday.net.