TAG Releases Names of First Hundred Participants

It’s a very exciting time in the digital media business. The Trustworthy Accountability Group’s effort to clean up the supply chain has been gathering momentum all year. We’ve (ZEDO) been working on the Business Transparency Committee, and on the IQG (Internet Quality Guidelines) working group. During this first year, over 100 companies, most of them familiar names in the advertising industry, have gone through the process of registration as trustworthy partners, and have either self-attested or been audited on their business practices. All the major advertising holding companies have already been through the process, which has become more common for anyone who buys or sells advertising. In the future, the process will extent to intermediaries.

There is now an accepted transfer protocol for the transmission of registration IDs and payment IDs, and these have begun being passed back and forth during automated transactions.

“The TAG Registry is the foundation for the full range of TAG’s programs to fight fraud, reduce ad-supported piracy, block malware, and increase transparency in the digital advertising ecosystem,” said Mike Zaneis, CEO of TAG. “Through the TAG Registry and use of TAG-IDs, companies can tell which of their industry partners have taken the necessary steps to verify their business as a legitimate digital ad industry participant. When the TAG Registry is combined with the Payment ID system, a floodlight of transparency will illuminate the digital advertising ecosystem, and criminals will have no place left to hide.”

The TAG Registry is one of two parts of the interlocking “Verified by TAG” Program designed to fight digital ad-related crime and increase transparency across the digital ad ecosystem. The other core element of the program, TAG’s Payment ID Protocol, helps ensure that payments made in the digital ad ecosystem are made only to legitimate companies. The Payment ID Protocol enables intermediaries to add a unique identifier for each participant in the supply chain, allowing companies to monitor their ad campaigns and “follow the money” to see who is receiving money for each advertising impression.

Following the money will be the best way for media planners and publishers, as well as ad exchanges and ad servers, to be sure they are dealing with quality partners. The Trustworthy Accountability Group was created to spur transformational improvement at scale across the digital advertising ecosystem, focusing on four core areas: eliminating fraudulent traffic, combating malware, fighting ad-supported Internet piracy to promote brand integrity, and promoting brand safety through greater transparency.