Brand Safety Partner - TAG

The Trustworthy Accountability Group (TAG) is an international cross-industry standards organization aimed at tackling criminal activity and promoting brand safety in digital advertising. 

With more than 700 companies across 40 countries – including the world’s largest and most influential brands, agencies, publishers and ad tech intermediaries – TAG enables companies to work collaboratively to create and evolve industry-wide standards to combat ad fraud and malware, as well as minimize ad misplacement and facilitate industry threat sharing.

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1. Tackling Ad Fraud:
Digital ad fraud is a persistent brand safety challenge for the industry: the 2019 ANA/White Oops Bot Fraud Study estimated that advertisers lost US$5.8 billion globally that year to bot-generated Invalid Traffic (IVT). Recognizing that individual companies cannot combat ad fraud alone. TAG works with the entire digital ad ecosystem to tackle this issue. The TAG Certified Against Fraud program helps companies by providing a standard to effectively fight IVT in the digital advertising supply chain. The standard is having a significant impact around the world. Studies in the US, Europe and the Asia-Pacific region show ad fraud rates in TAG certified channels (i.e. when buying through companies adhering to the TAG standard) to be over 90% below industry averages. 

 

image 12. Promoting Brand Safety:
Consumers associate a brand’s advertising with the context in which those advertisements are displayed. TAG’s Brand Safety Certified Program aims to significantly reduce the risk of advertising misplacement on digital media of all types, thereby upholding brand safety and protecting the integrity of digital advertising. Companies involved in TAG updated the standard to include anti-piracy requirements – previously a stand-along TAG standard – on 1 July 2021. This will go live on 1 January 2022. 
 
image 23. Combating Malware:
TAG’s Certified Against Malware program provides companies with a roadmap for taking on the complicated issue of malvertising. Complementing this standard, TAG also facilitates a Threat Exchange to enable companies to share actionable intelligence regarding cyber threats within the industry and thereby reduce criminal activity. 
 

IAB Hong Kong and TAG are working together to educate the Hong Kong market about these challenges, with an announcement here. More details to follow.