This news follows ABC’s official appointment as a TAG auditor last year, and its recent announcement that a number of companies have achieved the TAG Certified Against Fraud Seal following ABC’s validation of their compliance with the programme requirements.
TAG’s Certified Against Piracy and Certified Against Malware programmes focus on two core areas. The Certified Against Piracy programme helps prevent ads from being placed on media properties that facilitate the distribution of pirated content and counterfeit products, reducing the subsequent brand damage this can cause. The Certified Against Malware programme aims to eliminate the distribution of malware throughout the digital advertising supply chain. Both programmes are available to buyers, direct sellers and intermediaries across the digital advertising ecosystem, as well as vendors.
To become independently validated, companies must be able to demonstrate they have practices and processes in place that meet the requirements set out in the TAG Guidelines for each programme. ABC says it provides a consultative process prior to audit to ensure the nuances of each business are fully understood, before sharing recommendations and supporting companies throughout and beyond the validation process.
Independent validation is a growing priority for advertisers, with the WFA stipulating ‘third party verification and measurement as a minimum requirement’ in their Global Media Charter. Those who choose to become validated under these initiatives are demonstrating their willingness to take the necessary steps to protect advertisers, their brands, and their budgets, whilst tackling online criminal activity, says the ABC.
Mike Zaneis, President & CEO of TAG, said, “Tackling the issues in the global digital ad supply chain means working across geographies and with other leading organisations to raise industry standards. We’re thrilled to be able to utilise ABC’s validation expertise to support three of our leading initiatives to reduce fraud, piracy and malware, and we look forward to our continued partnership in delivering a safer, more transparent online advertising environment.”
Simon Redlich, Chief Executive at ABC, said, “We’re delighted to be supporting TAG’s industry-leading anti-piracy and anti-malware initiatives. The need for reliable, independent auditing services is growing as advertisers demand impartial reassurance that their brands are being protected to industry-agreed standards. The added transparency that comes from companies becoming independently validated can only continue to improve the health of the advertising ecosystem.”