The Trustworthy Accountability Group (TAG), the world’s leading program to fight criminal activity and promote brand safety in digital advertising, today launched a new frontier in marketer transparency through the integration of robust industry data around DEI ratings, privacy compliance, and Made-for-Advertising (MFA) sites into TAG TrustNet, the technological framework for the TAG Certified for Transparency Program.
Through partnerships with Neutronian, Deepsee.io, and SafeGuard Privacy, TAG TrustNet will provide marketers with unprecedented visibility into their ad campaigns to help them achieve their diverse media spending goals, reduce MFA waste, and strengthen privacy compliance.
“Building on the success of our transformational partnership with the ANA to give marketers access to full transactional data across their supply chain, TAG is opening a new frontier in transparency that allows marketers to better achieve their diversity, anti-fraud, and privacy goals,” said Mike Zaneis, CEO of TAG. “By extending its capabilities to include a broad range of vital marketer priorities, TAG TrustNet can serve as an end-to-end transparency solution for brands and their partners.”
Among TAG TrustNet’s expanded transparency capabilities will be:
- Minority ownership ratings – Based on Neutronian’s NQI Minority Ownership Verification, TAG TrustNet will integrate validation and scoring of publishers or companies who identify as minority owned, including female-owned and LGBTQ+ owned businesses, so brands can better achieve their DEI goals.
- MFA site identification – Using Deepsee.io’s PublisherRisk platform, TAG TrustNet will help marketers identify and non-performant and low-quality MFA sites from their campaigns.
- Privacy compliance – In partnership with SafeGuard Privacy’s Vendor Compliance Hub software, TAG TrustNet will be able to show marketers that their supply chain partners are transparently demonstrating their privacy compliance.
“Brand advertisers increasingly want to ensure their marketing dollars not only drive revenue but also support the broader social and corporate goals of their companies,” said Lisa Abousaleh, CEO and co-founder of Neutronian. “We are delighted to work with TAG to provide enhanced data to help marketers improve the transparency of their supply chains and achieve their DEI goals.”
“Marketers are wasting billions of dollars in programmatic ad spend each year on Made-for-Advertising sites which plaster huge amounts of viewable ad-units over recycled clickbait content, and which don’t have organic visitors,” said Rocky Moss, CEO of DeepSee.io. “When auditing campaigns for our partners, we find that filtering the domains in this list regularly produces unbelievable results in terms of conversion efficiency. By integrating DeepSee.io data into TAG TrustNet, we will pull back the curtain on those deceptive sites, so marketers can direct their resources into more effective and brand-safe inventory.”
“Privacy laws like CPRA require vendor due diligence, and compliance can be a complex undertaking for marketers, given the vast number of companies involved in the supply chain and the difficulty in obtaining relevant privacy information from them,” said Richy Glassberg, co-founder and CEO of SafeGuard Privacy. “SafeGuard Privacy’s standardized, auditable assessments streamline and automate that process even further for marketers. Working with TAG TrustNet, we provide the transparency marketers need around the privacy practices of their partners.”
TAG’s “Certified for Transparency” Program establishes a “shared truth” on campaign data for participants across the supply chain, increasing confidence and control for buyers and raising the value of inventory for sellers who can prove they are responsible, accountable, and transparent. A central requirement for seal recipients is participation in a TAG-recognized utility that has the ability to create a single trusted record for transactions through real-time reconciling and sharing advertising log files with marketers.
Additional information about the TAG Certified for Transparency Program can be found at www.tagtoday.net/transparency.
