ShareThis is officially Certified Against Fraud by the Trustworthy Accountability Group (TAG), which aims to eliminate ad fraud and promote transparency in the digital advertising industry.
Founded in 2015 by the IAB, 4As (the American Association of Advertising Agencies), and the Association of National Advertisers, TAG is an industry-wide initiative to combat growing fraud, malware, piracy, and lack of transparency. As part of this effort, TAG awards its “Certified Against Fraud” seal to media buyers, sellers, and intermediaries who meet its rigorous standards against fraud. ShareThis is now one of those companies, joining the ranks of brands like Google, A+E Networks, Amazon Services LLC, Facebook, and Hulu.
Among the steps needed to receive approval, companies must comply with the Media Rating Council‘s Invalid Traffic Detection and Filtration Guidelines by filtering invalid traffic such as from bots and malware. This ensures that all traffic is paid for is coming from real people and valid consumers.
“We’re honored to receive this recognition from TAG”, Dana Hayes Jr., President of ShareThis said. “TAG is committed to fostering trust, and ShareThis is proud to be certified against ad fraud. We know that transparency is paramount to creating valuable client relationships and building a better marketing world.”
TAG first began certifying companies in December 2016, with a batch of 17 receiving the approval. ShareThis is among a group of 26 new companies recently added to the roster, totaling 49 TAG certified companies in all.
“Over the past year, TAG’s Certified Against Fraud Seal has become the ad industry’s gold standard for companies who want to protect their brands and show their leadership in fighting fraud,” said TAG CEO Mike Zaneis. “We are excited to welcome ShareThis and other new compliant companies, and we look forward to working with them and more than 120 additional companies that are currently working towards their TAG Certified Against Fraud seals.”
TAG has also grown in prominence since 2016 after Marc Pritchard, Chief Brand Officer of Procter & Gamble — the world’s largest advertiser — required “any entity touching digital media” to complete TAG’s Certified Against Fraud program, or risk losing P&G business.
The growth of TAG is a testament to the importance of trust and transparency in today’s digital landscape. Consumers want to know that they can trust advertisers and advertisers need reassurance that they can depend on their publishers and vendors.
For more information, please read this AdAge news article.