The Trustworthy Accountability Group (TAG), an advertising industry initiative to fight criminal activity in the digital advertising supply chain has recently awarded Zapr Media Labs, as a legitimate participant in the digital advertising industry through a proprietary background check and review process powered by Dun & Bradstreet.
At Zapr Media Labs, we have always been deeply committed to transparent business practices in the digital advertising space. We were founded with the sole intention of creating disruptive value for the media and advertising industry; transparency, accountability and integrity are a few of the core principles which guide the company and all our endeavours.
WPP estimates that $16.4 billion of global advertising revenue will be spent on fraudulent ad traffic in 2017. However, through the murky swamp that the ad-tech industry has become, the global media and advertising industry is fighting back and demanding greater transparency. The charge to check the growing network of ad fraud in the digital space is being led by the global accountability program ‘Trustworthy Accountability Group’ (TAG).
Comprised of more than 200 registered companies worldwide including Google, Comscore and GroupM, TAG aims to eliminate fraudulent digital ad traffic by ensuring transparency in the digital advertising supply chain. Global marketing leaders are increasingly insisting that all participants in the digital ecosystem comply with TAG guidelines.
"Our industry's efforts to fight fraud, combat malware, stop piracy, and improve transparency are building overwhelming momentum, as hundreds of companies agree to join TAG and take part in our certification programs."
- Mike Zaneis, CEO at TAG
"Any entity touching digital media [for P&G] must get TAG-certified during 2017 to help ensure they are free from fraud... That’s because we don’t want to waste time and money on a crappy media supply chain."
- Marc Pritchard, P&G’s Chief Brand Officer
We are excited to announce that Zapr Media Labs is the first Indian company to be Verified by TAG.
“In an industry where clients want to be assured that their brands and digital components are safe, Zapr remains committed to upholding the highest industry standards. Our partnership with TAG, amongst others, is a clear demonstration of that commitment. This verification by TAG is merely the beginning and we will be announcing other certifications shortly.”
- Sandipan Mondal, CEO at Zapr Media Labs
Zapr’s TAG verified status reinforces our adoption of transparency and global best practices with clients and publisher partners. Our association with the global entity enables us to:
- Identify and stop buying from suppliers engaged in the transaction of non-human traffic or otherwise invalid traffic.
- Provide recourse to a buyer who programmatically purchases media that has been misrepresented by a seller.
We will be sharing more updates on additional programs and certifications shortly, as Zapr continues its journey to becoming a responsible and trusted participant in the digital media and advertising ecosystem.
About Zapr Media Labs:
Operating at the intersection of media, mobile, tech and data analytics, Zapr is India’s largest media consumption repository and audience platform. Through its deep expertise in digital signal processing and advanced analytics, Zapr is building comprehensive media-consumption profiles for millions of Indians, and ushering in greater transparency and efficiencies in media analytics, planning and engagement. Zapr’s proprietary data platform and audience engagement platform can be leveraged to drive media targeted brand engagement campaigns and to derive data-backed audience and consumer insights.
Leading brands like Dell, Raymond, Club Mahindra and Kotak Mahindra have leveraged our technology for game changing analytics and targeting. Read all our case studies here. To know more about what Zapr does, visit www.zapr.in or https://blog.zapr.in/
Get in touch with us for your next media plan and audience engagement campaigns at hello@zapr.in
About Trustworthy Accountability Group (TAG):
Trustworthy Accountability Group (TAG) is a first-of-its-kind cross-industry accountability program to create transparency in the business relationships and transactions that undergird the digital ad industry, while continuing to enable innovation. A joint marketing-media industry program, TAG was created with a focus on four core areas: eliminating fraudulent digital advertising traffic, combating malware, fighting ad-supported Internet piracy to promote brand integrity, and promoting brand safety through greater transparency. TAG was created by the American Association of Advertising Agencies (4A’s), Association of National Advertisers (ANA), and Interactive Advertising Bureau (IAB) and works collaboratively with companies throughout the digital ad supply chain.
For additional information on Trustworthy Accountability Group, visit https://tagtoday.net/
