Two standards bodies in the US and UK are to partner in an effort to improve online brand safety, buying transparency, and tackle ad fraud and criminal activity.
The US-based Trustworthy Accountability Group (TAG) and the UK-based Joint Industry Committee for Web Standards (JICWEBS) work on slightly different but complementary issues.
The aim of the partnership is to transfer learnings between the respective initiatives to improve their effectiveness and create a “united and consistent approach” across markets to tackle criminal activity and clean up the digital ad supply chain.
The digital advertising industry has been estimated to gain $8.2bn by eliminating fraud and flaws in the digital supply chain in the US alone.
TAG was established by US bodies, the IAB, the Association of National Advertisers and the American Association of Advertising Agencies. Its primary focus is to fight ad-supported internet piracy, combat malware, eliminate fraud and promote brand safety.
JICWEBS is the cross-industry independent body responsible for developing standards for online ad trading and is made up of the IAB, ISBA, the IPA and AOP. Its primary focus is tackling fraud, brand safety and viewability.
“Since 2014 TAG has built programs to tackle fraud, malware and piracy in digital advertising, as well as promote transparency and brand safety,” said Mike Zaneis, president and CEO of TAG.
“However the message from advertisers is clear: we need a consistent and joined up approach across markets and we look forward to working with JICWEBS to progress delivering this.”
Richard Foan, chair of JICWEBS, added: “JICWEBS has made great strides in promoting greater transparency in the UK digital advertising market, as well as minimising the risk of advertising fraud. But we need a global approach for local markets and I believe JICWEBS and TAG will offer this.”
Foan will be interviewed at the Future of Media Research conference on Monday about the role of JICWEBS. For further details visit the events website.
