Dun & Bradstreet to Help TAG Vet Companies in Digital Ad Anti-Fraud Effort
Dun & Bradstreet is partnering with the Trustworthy Accountability Group to help the anti-fraud initiative (see 1605230010) verify the identities of buyers, sellers and intermediaries in the digital advertising supply chain. "With Dun & Bradstreet data, TAG can feel confident…
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that only legitimate business entities are approved to participate in the TAG Registry," said Dun & Bradstreet CEO Bob Carrigan in a news release. "Supporting TAG in its efforts to bring transparency to online advertising aligns with Dun & Bradstreet's mission of uncovering truth from data to reveal a business' best -- or riskiest -- relationships." TAG was formed two years ago by the American Association of Advertising Agencies, Association of National Advertisers and Interactive Advertising Bureau in part to combat digital ad piracy and copyright infringement. Dun & Bradstreet will vet the identities of companies applying to be "TAG Registered" by matching their information such as address, contact emails and names, tax ID and other fields. After TAG does a final check of companies forwarded by Dun & Bradstreet, approved companies get a unique identifier "that can be appended to digital ads, and shared with advertising partners to verify the legitimacy and reputation of the business," it said. The issue has come under more scrutiny, with two Democratic senators urging the FTC to get more involved in understanding and fighting fraudulent digital ads (see 1607110016).