TAG "Certified Against Fraud" initiative focuses on digital ad standards

The Trustworthy Accountability Group (TAG) has launched a new initiative in its crusade against digital ad fraud, granting TAG "Certified Against Fraud" seals to digital advertising buyers, sellers and intermediaries who meet the group's anti-fraud requirements.

To obtain a TAG "Certified Against Fraud" seal, companies must comply with guidelines related to their roles in digital advertising. For example, direct buyers like advertisers and authorized advertiser agents must complete the TAG Registration process, have a designated TAG compliance officer and comply with the Media Rating Council's Invalid Traffic (IVT) Detection and Filtration Guidelines.

Direct sellers like publishers and authorized publisher agents (APAs) will be required to comply with all of the steps required of buyers, in addition to domain list filtering, data center IP list filtering and publisher sourcing disclosure requirements.

Intermediaries like ad networks and indirect buyers and sellers will have to comply with all of the steps required of buyers, as well as domain list filtering, data center IP list filtering and TAG's Payment ID protocol.

"Going forward, TAG will name and proclaim the companies leading the fight against digital ad fraud through a 'Certified Against Fraud' seal that recognizes their efforts to protect partners and customers," TAG CEO Mike Zaneis said in a statement. "Participants in the digital ad supply chain can now ask a simple question to tell if their partners have taken the necessary steps to fight ad fraud: 'Are you TAG Certified Against Fraud?' As more TAG anti-fraud seals are awarded, the cracks in our industry exploited by bad actors will also be sealed against their criminal endeavors."

The new seals will help businesses across the digital advertising landscape easily determine which companies are up to standards when it comes to ad fraud.

"Every dollar spent on a fraudulent ad is a dollar that is stolen from marketers," Bob Liodice, president and CEO of the Association of National Advertisers (ANA), said in a statement. "We're angry and we want an end to those who are robbing us, reducing our ability to reach our intended targets, diminishing the effectiveness of our campaigns and ultimately hurting ROI. We strongly encourage all of our members to become TAG 'Certified Against Fraud' and request their ad partners to do so as well. By working together, we can ensure that our marketing resources support our business goals, not criminals and fraudsters."  

Digital advertising companies and ad agencies that have already agreed to participate in the program and undergo TAG anti-fraud certification include Amobee, AppNexus, Collective, comScore, DoubleVerify, Dstillery, engage:BDR, Exponential, Forensiq, Horizon Media, Index Exchange, Integral Ad Science, Interpublic Group, MediaMath, Moat, ndp, News Corp, Omnicom Group, OpenX, Publicis Worldwide, RhythmOne, Rocket Fuel, Rubicon Project, Sociomantic, sovrn, SpotX, TubeMogul, White Ops, WPP, Yahoo and Zemanta.

For more:
- read the complete statement announcing the new initiative