We reported on the launch of the Trustworthy Accountability Group (TAG) earlier this week and how they are launching a ‘Certified Against Fraud’ initiative to help fight bot and other non-human traffic that is plaguing the ad industry. While the certification is not easy to get (nor is it inexpensive) it seems that it is really starting to catch on quickly.
Performance marketing companies can apply to become certified. If they pass the tests, which include background checks and a number of other inspections, they will need to pay a $10,000 annual feel to remain certified.
Those that qualify will be able to put the TAG Certified against Fraud seal on their websites, marketing material and basically anywhere else they would like. If things continue moving forward and this system grows in popularity like it is expected to, having this seal will give marketers confidence to work with a given company and give brands the confidence they need to hire them.
The seal that certified agencies can use can be seen here:
So far there have already been quite a few major performance marketing companies that have gone through the process, paid their fee and become certified. These companies include OpenX, AppNexus, Integral Ad Science, engage:BDR, DoubleVerify, Media Math, Rocket Fuel and Sociomantic. Additional companies have also signed up and are going through the process of becoming certified.
This program seems to really be catching on quickly, which may not be a surprise to many since it is a joint venture between the American Association of Advertising Agencies and the IAB. It is also being run by some very well-known players in the industry.
