TAG Evolved Guidelines Working Group


The TAG’s Inventory Quality Guidelines (IQG) aim to reduce friction and foster an environment of trust in the marketplace by providing a common framework to describe and disclose the characteristics of advertising inventory. Those disclosures range from content classification to inventory quality, and they help the industry speak a single language about the inventory they buy, share and sell. The mission of the Evolved Guidelines Working Group is to update and strengthen the IQG program.



Juliette Riviere, Primary Staff Liaison
Ilham Elkatani, IAB, Liaison



Iqra Anjum, BrightRoll
Megan Armstrong, Vibrant Media
Jeff Barry, sovrn
Jackson Bazley, Ernst & Young
Craig Berlingo, Tremor Video
Kevin Blouin, IAB
Jeremy Borakove, Conversant Media
Sarah Canerday, AudienceScience
Anthony Casson, sovrn
Steve Guenther, Alliance for Audited Media (AAM)
Danielle Koffler, sovrn
Rachel Latinsky, MediaMath
Samantha Lee, Tremor Video
Ari Levenfeld, Rocket Fuel
Ron Lund, Association of Canadian Advertisers
John Murphy, OpenX
Richard Murphy, BPA Worldwide
Tracy Otis, Tremor Video
Ron Pinelli, Media Rating Council
Sudha Reddy, DataXu
Brendan Riordan-Butterworth, IAB
Steve Rosenblum, IAB Canada
Elizabeth Sullivan, Vibrant Media
Eoin Townsend, Collective

Member Companies

Alliance for Audited Media (AAM)
Association of Canadian Advertisers
Audience Science
BPA Worldwide
Bright Roll
Conversant Media
Ernst & Young
IAB Canada
Media Rating Council
Rocket Fuel
Tremor Video
Vibrant Media


Current Work

The Evolved Guidelines Working Group updates and strengthens the IQG program. The program has been expanded to include programmatic and native advertising buys. In addition, a series of disclosures that allow buyers to more transparent with sellers of ad inventory have been developed.


Meeting Schedule

To view the Evolved Guidelines Working Group’s meeting schedule, click here.




To Join

To join TAG’s Evolved Guidelines Working Group, please review the TAG Intellectual Property Rights and Anti-Trust Policies and sign the Acknowledgment form before sending it via email info@tagtoday.net. You will receive an email confirming your participation.