An industry initiative that is establishing the shared truth for digital ad spend by leveraging the power of distributed ledger technology (DLT), TAG TrustNet was formally launched in February following the conclusion of a successful twelve-month cross-industry pilot programme and a subsequent industry consultation last year, both in coordination with TAG’s technology partner, Fiducia.
The pilot included brands such as Nestlé, McDonalds, Virgin, O2/Telefonica, Unilever, Johnson & Johnson, Santander; larger agency trading groups such as WPP, Publicis, OMG, Havas, IPG, Dentsu Aegis; and a number of technology vendors and publishers.
Using DLT, TAG TrustNet primarily focuses on two key industry challenges:
1) making it easier to transact on TAG Certified inventory, thus strengthening the industry’s efforts to fight ad fraud and advance brand safety, and
2) creating a single, trusted record for such transactions so reporting reconciliation amongst actors throughout the supply chain is easier, cheaper, and more transparent.
Commenting on their participation, Simon Reip, Head of Digital J3, UM for Johnson & Johnson, said, “J&J and J3 are excited to be supporting the potentially groundbreaking TAG TrustNet pilot, helping lay down the foundations to a more transparent programmatic ecosystem. Only together as a cross-industry consortium can we truly solve this problem, and it’s great to see so many partners willing to take part.”
Sohel Modi, Ad tech Strategy and Implementation lead at Telefonica said “We believe TAG Trustnet can provide the answers advertisers have always been looking for when it comes to digital advertising: a unified view of our supply chain by connecting the data from all our suppliers. The pilot has convinced us that DLT in the context of an industry led network is the right solution to help us understand where our adspend is going and to optimise our media spend accordingly.”
“One of TAG’s main objectives has always been increasing trust and transparency within digital advertising, and TAG TrustNet is proving itself to be a valuable tool. With a 95%+ match rate from the UK pilot, utilising DLT to increase security and provide more clarity across the supply chain is the start of a new era for the industry,” said Mike Zaneis, CEO of TAG. “By expanding TAG TrustNet to include more participants, we can further evaluate the best ways to implement this technology more broadly across the industry on a global scale.”
For more information on TAG TrustNet, including inquiries and engagement from potential new partners who would like to participate in the program, please contact Adrian Lacey at firstname.lastname@example.org.