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TAG Goes Full Steam Ahead With Its Anti-Fraud Program

AdExchanger's take on the Trustworthy Accountability Group's (TAG) anti-fraud program after more than 18 months of coalition-building: "The program allows members of the digital supply chain – buyers, sellers and third parties – to earn a seal in exchange for proving their processes are kosher. There are quite a few hoops to jump through, and for good reason, said Mike Zaneis, president and CEO of TAG, which was formed in 2014 as a cross-industry alliance comprised of the Interactive Advertising Bureau, the Association of National Advertisers and the American Association of Advertising Agencies." And different stakeholders have different requirements. "Advertisers and agencies have to go through the TAG registration process, submit to a thorough background check, appoint a dedicated compliance officer and adhere to the Media Rating Council’s guidelines on invalid traffic by agreeing to remove all nonhuman traffic from their counts."

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