TAG is the acronym for Trustworthy Accountability Group.
What is Trustworthy Accountability Group?
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.
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, maintaining a designated compliance officer, and more.
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.
By encouraging the adoption of these standards and certifications across the industry, TAG aims to improve transparency and trust between advertisers, publishers, and ad tech providers, leading to a safer and more effective digital advertising environment.