TAG Launches Anti-Fraud Certification Program for Buyers, Sellers, Intermediaries
Buyers, sellers and intermediaries in the digital advertising supply chain that meet stringent anti-fraud requirements can receive certification seals through a program launched Monday by the Trustworthy Accountability Group. More than 30 digital ad companies -- including comScore, Interpublic, News…
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Corp., Omnicom Group, Publicis, WPP and Yahoo -- agreed to participate, TAG said in a news release. “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," said TAG CEO Mike Zaneis. Direct buyers (advertisers and authorized ad agents), direct sellers (publishers and authorized publisher agents) and intermediaries (ad networks and indirect buyers and sellers) must go through a registration process, designate a TAG compliance officer and comply with the Media Rating Council’s invalid traffic detection and filtration guidelines to become certified, IAB said. Sellers also must adhere to domain list filtering, data center IP list filtering and publisher sourcing disclosure requirements, while intermediaries must follow the list filtering requirements and TAG's payment ID protocol. TAG was created in late 2014 by the American Association of Advertising Agencies, Association of National Advertisers and Interactive Advertising Bureau to fight ad fraud, malware and Internet piracy, and to promote transparency.