Veracity Blog

Veracity achieves Verified by TAG status

26th Nov 2021.

Veracity achieves Verified by TAG status

Veracity’s commitment to transparency in advertising and active action against click fraud has seen it achieve Verified by TAG status.

What is TAG?

The Trustworthy Accountability Group (TAG) is the leading global initiative fighting criminal activity and increasing trust in the digital advertising industry. TAG advances its mission of eliminating fraudulent traffic, facilitating the sharing of threat intelligence, and promoting brand safety by connecting industry leaders, analysing threats, and sharing best practices worldwide. 

Why join TAG?

Brands and businesses should be able to feel confident that their data and information will not only be protected –  but also managed correctly – and the TAG status is a means of demonstrating that.

Legitimate companies have a way to identify, and work with, other responsible, trusted partners within the digital advertising ecosystem and the Verified by TAG Program provides that security.

TAG was created by the American Association of Advertising Agencies (4A’s), Association of National Advertisers (ANA), and Interactive Advertising Bureau (IAB) and works collaboratively with companies throughout the digital ad supply chain.

TAG membership is global

The more than 700+ member TAG community includes the world’s largest and most influential brands, agencies, publishers, and ad tech providers. TAG’s proprietary background check – performed by its partners at Dun & Bradstreet – ensures that each member of the TAG Community is who they say they are.

Each Verified by TAG company is listed in the TAG Registry, which is leveraged by companies across the industry to determine trust and transparency in prospective partners.  Being Verified by TAG comes with other important benefits as well, including unlimited participation in TAG’s working groups. 

These important forums bring together thought leaders from across the industry to ensure that TAG standards and tools stay on the cutting edge of digital advertising best practice – and ahead of criminal enterprises. 

Verified by TAG companies are also invited to TAG thought leadership and threat-sharing events, including regular briefings on developments in the industry’s fight against criminal activity and “red flag” fraud and malware threats targeting the digital advertising supply chain.

TAG is effective

A snapshot of ad fraud in the United Kingdom released by TAG in 2020 showed dramatically lower Invalid Traffic (IVT) rates in TAG Certified Channels when compared with UK industry averages.

firms verified by TAG have better anti fraud results

Conducted by The 614 Group, the analysis found a 76 percent overall reduction in IVT when advertisers chose to buy through TAG Certified Channels, in which a campaign runs through multiple companies that have achieved the TAG Certified Against Fraud Seal.

Mike Zaneis, CEO of TAG, said: “Strong and consistent cross-industry standards are the secret to tackling ad fraud, and it is heartening to watch companies in the UK align their efforts behind TAG’s programmes. 

“We have made tremendous strides as an industry in tackling ad fraud in the UK, and we hope and expect to see continued progress in the years ahead.”

Get started

Get started with Veracity by calculating how much you might be losing on your paid media campaigns to click fraud with our new click fraud calculator.

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