IPA backs programmatic project that benefits agencies

TAG TrustNet will improve the transactional transparency and accountability of digital media procurement.

The IPA has expressed its full support for TAG TrustNet, a new phase of TAG’s ongoing Distributed Ledger Technology (DLT) initiative, to improve the transactional transparency and accountability of digital media procurement.

The project uses blockchain technology, specifically DLT, to establish a common “truth” on metrics to improve the efficiency of reporting for all stakeholders, including the verification of TAG certification status for inventory.

"While driving efficiencies, this initiative will also enable greater transparency in line with real, demanding regulatory requirements in a way that will allow us to regain the trust we’ve lost due to the evolving proliferation in this area."

Nigel Vaz, IPA President and CEO of Publicis Sapient

In terms of specific benefits to agencies, TAG TrustNet: Improves programmatic planning and buying

• Provides full transparency on your budget allocation and impression delivery across the programmatic supply chain.

• Reduces wastage by allocating budgets to accountable network partners driving value.

• Improves performance by accessing end-to-end supply chain impression data in near-real-time to identify optimisation opportunities.

• Reduces risk to your client’s reputation by defining and verifying supply for quality and brand safety.

Reduces operational costs

• Automates data formatting, reconciliation, reporting, leaving more time for analytics and optimisation.

• Instantly activates business relations and log file sharing with trusted supply chain partners.

• Significantly reduces time spent on legal, finance and administrative tasks.

• Showcases your credentials with industry standards with industry-first live compliance reporting.

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The Brand-Led Push for Ad-Tech Transparency Is Now In Full Swing

Keeping an eye on programmatic spend is fast becoming

the difference between smart and dumb money

By Ethan Wu

Programmatic advertisers have a seemingly straightforward problem: They’ve been spending a dollar for as little as a quarter in value. Yet despite hemorrhaging ad spend, opaque supply chains and inertia have made for slow progress in accountability.

Now, at last, brands are beginning to pay attention to where their programmatic dollars go. Firms focused on supply path optimization (SPO) have seen a surge of interest in recent months as marketers look to cut down on waste, fraud and service fees in the nearly $80 billion programmatic ad market.

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TAG Launches TAG TrustNet in partnership with Fiducia

After extensive evaluation and consultation, the Trustworthy Accountability Group (TAG) is pleased to announce the launch of TAG TrustNet, a new phase of TAG’s ongoing Distributed Ledger Technology (DLT) initiative.

We are excited to move forward in applying this exciting emerging technology to real-world challenges faced by the TAG Community, and the digital advertising industry as a whole. Focused on two key industry challenges, TAG TrustNet will work to build trust and transparency across the supply chain by establishing a common “truth” on metrics that will improve the efficiency of reporting for all stakeholders, including the verification of TAG certification status for inventory, strengthening the industry’s fight against ad fraud and other brand safety concerns.

The launch of TAG TrustNet follows a twelve-month cross-industry pilot program initiated by JICWEBS, prior to its merger with TAG, and a subsequent industry consultation led by TAG with UK partners to evaluate the feasibility and benefits of DLT to increase trust and transparency in digital advertising.

Going forward, TAG plans to continue to work with technology partner Fiducia in its efforts to standardize a DLT infrastructure for the industry, so that TAG TrustNet and future DLT efforts can avoid confusion, miscommunication, and conflicting standards. Fiducia’s open-source platform has received strong positive recognition for providing an industry template, and we look forward to a continued partnership with them.

Beyond Fiducia and industry partners, a number of brands and agencies have expressed interest in participating in TAG TrustNet, and TAG welcomes inquiries and engagement from potential new partners who would like to explore this valuable and exciting opportunity. Interested parties can contact Adrian Lacey at adrian@tagtoday.net

About the Trustworthy Accountability Group

The Trustworthy Accountability Group (TAG) is the leading global certibication program bighting criminal activity and increasing trust in the digital advertising industry. Created by leading US industry trade organizations, TAG’s mission is to eliminate fraudulent trafbic, combat malware, prevent Internet piracy, and promote greater transparency in digital advertising. TAG advances those initiatives by bringing companies across the digital advertising supply chain together to set the highest standards. TAG is the birst and only registered Information Sharing and Analysis Organization (ISAO) for the digital advertising industry. For more information on TAG, please visit www.tagtoday.net