The distance between publisher and advertiser in any transaction, which has widened significantly with the growth of ad tech, is about to grow smaller again. There are several reasons for this, among them the move to private platforms and away from exchanges, the growth of more sophisticated buyers and sellers, and the perception among consumers that trackers violate privacy and slow page load times without delivering any value.
Yet another of the reasons may well be the cross-industry Trustworthy Accountability Initiative, which has spun off into its own entity, and is hard at work on ways to clean up the online media industry supply chain. Several previous standards are being rolled into the work of TAG, including the Inventory Quality Guidelines and the Open RTB standards. TAG has already begun to take companies through a process to become a trusted partner and receive a TAG seal of approval. To begin the process, a company must register, and must self-attest to intellectual property (anti-privacy) and transparent reporting practices.Eventually, self-attestation will give way to their party attestation.
ZEDO, always an early adopter, is deep into this process.
A company that has made it through the process will be given a TAG ID in a database, identifying it as a trustworthy partner with which to do business. Google has apparently already begun to pass these TAG IDs back and forth during transactions.
In addition to the TAG ID, each transaction between a buyer and seller will also receive an ID through which the particular transaction can be identified and reported. This will determine payment.
There has been a bit of confusion so far between the company’s TAG ID, which is permanent, and its Payment IDs, which will vary by transaction.
Remember, all of this has to happen in real tine, without causing noticeable slowdowns in the transactions, especially on mobile. This is why some of the middlemen between buyers and sellers will have to go away.
By next year, look for many companies to lay down the law, as Group M has already done, and refuse to trade with anyone who isn’t certified. The industry hopes to weed out the bad apples this way, before consumers get more annoyed than they already seem to be,