TAG Introduces “Certified Against Fraud” Seal

Sociomantic Labs is early adopter to TAG’s anti-fraud certification program

The Trustworthy Accountability Group (TAG), a council established to combat fraudulent activity and create a more transparent digital advertising industry, announced this week the launch of its cornerstone anti-fraud certification program. The “Certified Against Fraud” seal will be awarded to industry players who adhere to a rigorous set of anti-fraud requirements. Sociomantic Labs is proud to participate in this program as part of our on-going fight to eliminate ad fraud and to build a higher-quality ad ecosystem.

“The fight against digital advertising fraud is a vital effort in protecting confidence in our industry,” said Mike Zaneis, CEO of TAG. “ We are delighted that Sociomantic has taken a leadership role in working with TAG to stop the criminals who profit from ad fraud.” 

To be awarded a “Certified Against Fraud” seal, companies must comply with the below standards set forward by TAG:

  • Direct buyers such as advertisers and authorized advertiser agents (AAAs) must complete the TAG Registration process, have a designated TAG compliance officer, and comply with the Media Rating Council’s Invalid Traffic (IVT) Detection and Filtration Guidelines.
  • Direct sellers such as publishers and authorized publisher agents (APAs) must comply with all of the steps required of buyers, as well as domain list filtering, data center IP list filtering, and publisher sourcing disclosure requirements.
  • Intermediaries such as ad networks and other indirect buyers and sellers must comply with all of the steps required of buyers, as well as domain list filtering, data center IP list filtering, and TAG’s Payment ID protocol.

In alignment with TAG’s objectives, Sociomantic has demonstrated our support in the fight against digital ad fraud with the release of SQX, our Supply Quality Index algorithm. Launched last fall, SQX enables us to grade our programmatic inventory suppliers—ad exchanges and supply side platforms (SSPs)—based on real-time analyses of three overarching measures: transparency, performance and inventory quality. In order to ensure sustainable, efficient and high-quality media buying, we’ve been gradually rolling out a range of enhancements to SQX, and will continue to do so.

“The digital advertising market is growing as quickly as it is becoming fragmented, and this lack of consolidation makes room for intruders to abuse the ecosystem. If you couple this with the fact that some players turn a blind eye to generate short-term revenue, you have a situation that becomes increasingly difficult to solve,” says Alex Reinhold, Head of Solutions. “As a result, Sociomantic has launched SQX to do everything possible to stir clear of ad fraud and ensure bidding on high quality inventory, optimizing towards transparency, performance and inventory quality. However, in order to combat ad fraud on a macro-level, it takes cooperation and accountability. That’s why we decided to team up with TAG and other industry key players to share our expertise in order to combat ad fraud as part of a joint effort.”

Real the full press release here.