A global initiative to fight criminal activity and promote transparency in the digital advertising industry. It was created by the American Association of Advertising Agencies (4A’s), the Association of National Advertisers (ANA), and the Interactive Advertising Bureau (IAB). Through robust certification programs, TAG works to eradicate ad fraud and ensure brand safety. These programs set a high bar for companies to achieve the TAG Certified Against Fraud, TAG Certified Against Piracy, TAG Certified Against Malware, and TAG Brand Safety Certified seals.
Certification Programs
TAG offers several certification programs to help companies demonstrate their commitment to fighting fraud, piracy, malware, and ensuring brand safety. To be TAG certified, companies must achieve a range of requirements depending on the certification type, including but not limited to implementing domain lists, undergoing third-party audits, and maintaining a designated compliance officer.
- TAG Certified Against Fraud: This certification helps companies demonstrate their commitment to fighting ad fraud.
- TAG Certified Against Piracy: This certification helps companies demonstrate their commitment to fighting digital ad piracy.
- TAG Certified Against Malware: This certification helps companies demonstrate their commitment to fighting malware in digital advertising.
- TAG Brand Safety Certified: This certification helps companies demonstrate their commitment to ensuring brand safety in digital advertising.
Payment ID System
TAG also provides a shared industry resource in the form of a Payment ID system, which helps to track payments in the digital ad ecosystem, making it easier to spot discrepancies and fraudulent activity.
Industry Collaboration
TAG works closely with industry stakeholders, including advertisers, publishers, and ad tech providers, to encourage the adoption of its standards and certifications. By fostering collaboration and transparency, TAG aims to improve trust between all parties involved in the digital advertising ecosystem.
Interactive Advertising Bureau (IAB)
The Interactive Advertising Bureau (IAB) is an American advertising trade association and lobbying group that advocates for the interests of the online advertising industry. The organization develops industry standards, conducts research, and provides legal support for its members, which include many of the most prominent media and tech companies globally, primarily in the United States, Canada, and Europe. The IAB actively lobbies against stringent online privacy legislation, arguing that strict regulations harm the digital economy. The organization has faced significant criticism from privacy advocates for drafting self-regulatory frameworks, such as the Transparency and Consent Framework in Europe, which critics argue were designed to legitimize and enable widespread user tracking rather than protect consumer privacy.
