About TAGA 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.Trustworthy Accountability GroupTAG_9d81379e-1636-11ea-aab6-82700983ea00Trustworthy 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.Digital Ad IndustryTAG FoundersTAG 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.American Association of Advertising Agencies (4A’s)Association of National Advertisers (ANA)Interactive Advertising Bureau (IAB)TAG Leadership CouncilThe TAG Leadership Council is, in effect, the operational decision-making body for the organization, as it determines and oversees development for the products and initiatives that will best advance TAG’s mission and fulfill the Board’s high-level direction.Amazon AdvertisingCharter CommunicationsDentsu Aegis NetworkDisneyDr. Pepper Snapple GroupEMX DigitalFacebookGoogleGroupMIndex ExchangeNBCUniversalOmnicomOpenXPublicis GroupeThe Trade DeskWarner Bros.TAG StaffMichael S. ZaneisMichael S. Zaneis was appointed President and CEO of the Trustworthy Accountability Group (TAG) in July 2015, leading TAG’s efforts to eradicate digital advertising fraud, malware, ad-supported piracy, and to increase transparency across the digital advertising supply chain. In its first year, the organization successfully launched programs to combat criminal activities in each of these areas and has garnered widespread support throughout the industry.Prior to taking the helm at TAG, Mike served as the Executive Vice President and General Counsel for the Interactive Advertising Bureau (IAB). He created the organization’s first Public Policy Office, headquartered in Washington, D.C. During his tenure, the IAB tripled its revenue and membership, and under his guidance, the Public Policy Office grew to become the leading voice for the digital advertising industry on legislative, regulatory, and legal issues. He often represented the industry before the United States Congress, federal regulatory agencies, international legislative bodies, and at public conferences. As General Counsel for the IAB, Mike oversaw internal legal operations of the organization and provided leadership on key judicial proceedings impacting the interactive advertising industry.Prior to joining IAB, Mike served as Executive Director of Technology and E-Commerce at the U.S. Chamber of Commerce, the world’s largest trade association. As the chief technology and telecommunications lobbyist, he oversaw issues affecting the business community pertaining to online and consumer privacy, data security, telecommunications, intellectual property, counterfeiting, piracy, and e-commerce. He received his bachelor’s degree from Michigan State University and both his Juris Doctor and Masters in Public Policy from Georgetown University. Mike has served as an adjunct professor for Georgetown’s McCourt School of Public Policy.Rachel Nyswander ThomasRachel Nyswander Thomas is COO of the Trustworthy Accountability Group (TAG). Rachel has spent her career studying, creating and implementing digital policy in the academic, private industry, and non-profit sectors. Prior to joining TAG, Thomas served as Vice President of Advocacy & Accountability at the Direct Marketing Association (DMA), advocating DMA’s data policy agenda before Congress and federal agencies on behalf of thousands of business and nonprofit organizations. She served concurrently as Executive Director of DMA’s Data-Driven Marketing Institute (DDMI), facilitating academic teams in conducting independent research exploring how the responsible use of consumer data shapes industry, society, and the economy.Previously, Rachel led The McGraw-Hill Companies’ regulatory compliance efforts relating to customer privacy, auditing worldwide operations, training more than 2,000 employees annually and providing compliance consultation to a global corps of 80 Privacy Officials in more than 40 countries.Rachel earned a Bachelor of Arts in the Humanities from Yale University and a Masters of Policy Management from Georgetown University’s McCourt School of Public Policy. She has held the Certified International Privacy Professional (CIPP) distinction from the International Association of Privacy Professionals (IAPP) since 2008. Her scholarship on cybersecurity public-private partnerships has been published by the Center for Strategic and International Studies and Thomson Reuters Press.Nick StringerNick Stringer is Vice President of Global Engagement and Operations. Nick’s role is to expand TAG’s footprint across the globe and to ensure a consistent international approach to tackling criminal activity in the digital advertising supply chain. Nick is responsible for TAG’s European Office and is based in London, United Kingdom.Between 2008-2015, Nick was Director of Regulatory Affairs at the Internet Advertising Bureau UK (IAB UK), establishing IAB UK’s public policy and regulatory affairs department and spearheading the digital advertising sector’s efforts to grow within an optimal policy and regulatory environment. This included the development of various UK and EU good practice initiatives such as on privacy, native advertising, display advertising trading, copyright and social media. It also included advocacy – both at UK and EU level – on privacy and data protection legislation, including the EU ePrivacy Directive and General Data Protection Regulation (GDPR). Between 2009-2015, Nick was also Vice-Chair of IAB Europe’s Policy Committee. Between 2013-17, Nick chaired the European Interactive Digital Advertising Alliance (EDAA), the sister body of the DAA, which administers the EU industry initiative on interest-based advertising. Nick is a Certified International Privacy Professional in Europe (CIPP-E).Prior to IAB UK, Nick worked at leading UK mobile network operator, Orange (now EE), leading public policy issues across both mobile and broadband sectors. He has also worked in the UK Parliament.Nick earned a BA in Politics from the University of Newcastle upon Tyne in the United Kingdom.Michael HahnMichael Hahn is General Counsel at the Trustworthy Accountability Group (TAG). Michael has responsibility for all legal matters, including the direction of legal strategy, antitrust compliance, intellectual property rights issues, and general corporate and contractual matters. Michael is also responsible for serving as an advocate for the industry on common legal issues affecting member companies.Michael joined TAG from Lowenstein Sandler LLP where he served as Vice Chair of the firm’s Antitrust Practice Group. In that role, he provided clients with strategic counsel around competition, distribution and governance issues. In the area of litigation, Michael’s matters have included multiparty class action antitrust defense representation, as well as direct lawsuits involving competitor conduct, distributional restraints, monopolization, and price discrimination claims. Michael also has significant experience litigating other complex commercial claims.Michael serves as Co-Chair of the New Jersey State Bar Association Antitrust Law Committee. He previously served on the Editorial Advisory Board of Competition Law 360 and the Advisory Board of the American Bar Association Antitrust Section’s Civil Torts & RICO Committee. Michael frequently publishes on a range of legal and policy issues.Michael earned his B.A. in History and Political Science from Rutgers University, M.P.P. from Georgetown University and J.D. for Georgetown University Law Center.Bonnie NiederstrasserBonnie Niederstrasser is Director, Policy and Programs at the Trustworthy Accountability Group (TAG). She has over fifteen years of industry and consulting experience in digital advertising, media, client services, telecommunications, and aerospace sectors. Prior to joining TAG, Bonnie served as a Senior Product Manager at Charter Communications, Inc., where she oversaw monetization and media sales for Time Warner Cable and Bright House Networks’ online and mobile owned and operated properties, including Time Warner Cable Central, RoadRunner.com, NY1, Spectrum SportsNet, and Bay News 9. Bonnie also managed media planning, audience measurement and digital analytics products for comScore, Inc., and drove over $30MM of ad product and inventory revenue for AOL’s advertising division.Previously, Bonnie was a management consultant with PRTM and an aerospace systems engineer (aka certified rocket scientist) for Orbital-ATK, supporting business development and directing testing and mission operations for several NASA and commercial satellites. Bonnie earned an MBA in Marketing and Strategy from the Wharton School at the University of Pennsylvania, an MS in Engineering from Stanford University and an SB in Mechanical Engineering from MIT. She has also held an IAB Digital Media Sales Certification since 2015.Jamie O’DonnellJamie O’Donnell is Director, Membership Services & Operations at the Trustworthy Accountability Group (TAG). Jamie is a seasoned team member, specializing in member services, operational project management, and strategic thought leadership.In his current role, Jamie oversees TAG’s membership services, including the associated technologies and automation. He serves as a project manager and product owner of the technical systems that support TAG’s members. Jamie interacts with the entire membership to fully integrate them into TAG’s working groups and initiatives in order to ensure the right strategic direction is being taken, while molding the TAG experience for both new and current member companies.Previously, Jamie worked for MK Enterprises Inc, streamlining their operations, driving sales, and consolidating resources. He restructured the company’s operational and sales strategies which resulted in the successful sale of the company.Jamie earned his Bachelor of Science in Psychology from St. Lawrence University, in Canton, NY, specializing in environmental psychology. He was also captain of the varsity crew team.Todd MillerTodd Miller is the Director of Compliance at the Trustworthy Accountability Group. In this role, Todd is responsible for member compliance with TAG’s best practices and industry guidelines. Prior to joining TAG, Todd has been the Compliance Officer at RhythmOne, CJ Affiliate and Online Intelligence, and was responsible for developing policies and procedures for clients ranging from Apple to Zappos. He has over fourteen years of experience working to ensure quality and compliance for online advertising companies, which independent third-parties consistently rated as among the safest in the industry. Previously, Todd was Senior Producer for Web Development at Addictive Media/NetLojix Communications in Santa Barbara, CA, working with clients such as Disney, the United Nations and Sony Entertainment.Dominique MatthewsDominique Matthews is Manager of Operations & Member Services at the Trustworthy Accountability Group (TAG). She has over 13 years of proficient experience (within the Consumer Reporting Agency <CRA> industry) in client and customer service, combined with 3 years of management experience in Compliance and Data Operations. She founded the mainstream of her experience and practices throughout her, nearly 13-year, employment tenure with CoreLogic SafeRent (formerly known as First Advantage SafeRent); of which she held the titles of a Data Quality Analyst Sr., Client Services and Compliance Analyst Sr., and the Data Operations Manager, from August 2004 until July 2017. Dominique has increased on past performances of success in accomplishing a vast range of goals, deadlines and advancements throughout a broad range of conditions; including, but not limited to maintaining departments functions and operations, with limited resources, while undergoing more than one company acquisition.Dominique attended Montgomery College to obtain an Associates Degree in Communications and Public Relations.Matt BeverinMatt Beverin is Manager of Operations & Members Services at the Trustworthy Accountability Group (TAG).He has over six years of industry experience in digital advertising, TV advertising, media, and client services. Prior to joining TAG, Matt served as an Programmatic Account Executive at OwnerIQ where he would prospect, evaluate, and identify best opportunities by engaging agency and client direct decision makers at all levels. Previously, Matt served as an Account Manager and Sales Assistant at Cox Media Group. While as an Account Manager, Matt supported two Account Executive and one Sales Manager by ensuring media campaigns ran correctly throughout each quarter. He was also the direct connection between 15 national television stations and various New York City agencies, where he would manage the relationships between both parties. As a Sales Assistant, Matt maintained orders for affiliates of ABC, NBC, CBS, and Fox.Matt earned his Bachelor of Arts in Journalism/PR from Monmouth University, in West Long Branch, NJ. He was also part of the Men’s Soccer program which were ranked as high as #4 in the country NCAA Division 1 Schools.Trustworthy digital advertising_9d81391a-1636-11ea-aab6-82700983ea00To create transparency in the business relationships and transactions that undergird the digital ad industry._9d813a6e-1636-11ea-aab6-82700983ea00TrustworthinessAccountabilityTransparencyFraudEliminate fraudulent digital advertising traffic._9d813c26-1636-11ea-aab6-82700983ea001AdvertisersAdvertisers expect their content will be viewed by legitimate consumers with the potential to buy their products and services. However, criminal organizations have attacked the digital ad ecosystem with malware and other methods that generate invalid traffic and defraud legitimate participants in the supply chain. As a result, advertisers may end up paying a material portion of their campaign dollars to criminals who generate ad impressions that are never seen by legitimate consumers. The 2017 ANA / White Ops Bot Fraud study estimated that advertisers lost $6.5 billion that year globally to bot-generated, invalid traffic (IVT).TAG Anti-Fraud Working GroupThe TAG Anti-Fraud Working Group developed and maintains the Certified Against Fraud Guidelines, as well as a TAG’s suite of anti-fraud tools suite of anti-fraud tools to aid in compliance with those guidelines.TAG launched its Certified Against Fraud Program in 2016 to combat invalid traffic in the digital advertising supply chain. Companies that are shown to abide by the Certified Against Fraud Guidelines receive the Certified Against Fraud Seal and use the seal to publicly communicate their commitment to combating fraud. By encouraging legitimate participants in the digital advertising supply chain to meet these standards, the TAG Certified Against Fraud Program has been shown to be an effective tool in reducing fraudulent invalid traffic in the digital advertising supply chain. The 2017 TAG Fraud Benchmarking Study, conducted by The 614 Group, found that the use of TAG Certified distribution channels for digital advertising cut the IVT rate to 1.48 percent across more than 6.5 billion display and video impressions, reducing the level of fraud by more than 83% compared to the broader industry average._9d813d70-1636-11ea-aab6-82700983ea00MalwareCombat malware._9d813eba-1636-11ea-aab6-82700983ea002TAG’s Anti-Malware Working GroupTAG’s Anti-Malware Working Group seeks to define a process for sharing information about malware through a “hub” in a manner that is responsible, legal and consumer friendly. The groundwork established by this group provides the foundation for some of our efforts.ANAA recent study from ANA and security firm White Ops found that over 67% of bot traffic came from residential sources. The same study also found that bot activity was significantly higher on computers with older internet browsers.White OpsConsumersConsumers can protect themselves by regularly updating internet browsers, applications and security and other software. They should also avoid opening attachments or clicking on website links sent by people they don’t know.Malware is malicious software that infects and takes control of users’ internet browsers. It is downloaded to computers as users open attachments in deceptive emails, click on links to infected websites or download pirated software or apps. Once individual computers are infected, criminal organizations create networks of these computers, called botnets, which mimic human behavior and defraud advertisers by generating non-human traffic.TAG is coordinating an industry-wide effort to improve defense against malware to create a safer, more enjoyable experience for consumers and a more trustworthy system for advertisers...We are focused on [the following objectives]Security PrinciplesDevelop security principles to help companies detect malware attacks on their sites._9d814022-1636-11ea-aab6-82700983ea002.1Information SharingPromote information sharing through a “hub” model._9d814180-1636-11ea-aab6-82700983ea002.2Investigations & ProsecutionPartner with law enforcement to support investigations and prosecution of criminal activity._9d814400-1636-11ea-aab6-82700983ea002.3Law EnforcementEducationEducate consumers._9d81457c-1636-11ea-aab6-82700983ea002.4ConsumersPiracyFight ad-supported Internet piracy to promote brand integrity._9d8146da-1636-11ea-aab6-82700983ea003AdvertisersAdvertisers want to protect their brands from damage that comes from association with illegal activity.Online AdvertisersOnline advertisers face risks from sites that infringe on the rights of others by facilitating the distribution of pirated content and counterfeit products.ConsumersConsumers may mistakenly believe that the sites’ offerings are authorized by well-known brands.Content CreatorsSuch misplaced advertising also harms content creators and legitimate content distributors by providing economic resources that fuel these illegal enterprises and putting enormous profits into their coffers. Many of these sites also use fraud or deceptive practices to avoid the standards set by the advertiser or its agency, driving revenue to those who steal copyrighted content or otherwise violate others’ trademarks.Content DistributorsTAG’s Anti-Piracy Working GroupTAG’s Anti-Piracy Working Group created and maintains the Certified Against Piracy Program to help advertisers and ad agencies avoid damage to their brands from ad placement on websites and other media properties that facilitate the distribution of pirated content and counterfeit products.Ernst & Young LLPResearch commissioned by TAG and undertaken by Ernst & Young LLP in 2017 showed the impact of industry efforts to reduce ad-supported content piracy. The study found that anti- piracy steps taken by the digital advertising industry have reduced ad revenue for pirate sites by between 48 and 61 percent, notable progress against the $2.4 billion problem of infringing content measured by Ernst & Young in 2015.TAG launched its Certified Against Piracy Program in 2015 to help advertisers and ad agencies avoid damage to their brands from ad placement on websites and other media properties that facilitate the distribution of pirated content and counterfeit products._9d814838-1636-11ea-aab6-82700983ea00SafetyPromote brand safety through greater transparency._9d8149c8-1636-11ea-aab6-82700983ea004Evolved Guidelines Working GroupThe Evolved Guidelines Working Group updates and strengthens TAG’s Inventory Quality Guidelines (IQG) program, which aims to reduce friction and foster an environment of trust in the marketplace by providing a common framework to describe and disclose the characteristics of advertising inventory.TAG Business Transparency CommitteeTAG’s work in this area is coordinated through the TAG Business Transparency Committee, which works through the Evolved Guidelines Working Group.Registration Working GroupThe Registration Working Group creates greater transparency throughout the digital supply chain through initiatives that help responsible companies know their partners and empower the companies to track payments so that ad revenue is not flowing to criminal networks.The digital advertising supply chain is both vibrant and complex. In 2014, almost $50 billion was invested in digital advertising across more than a million sites, involving hundreds of technology vendors. Criminals have inserted themselves into the supply chain, deceiving and defrauding all legitimate industry participants. Rooting out illegal activity will require a common framework to help buyers know which sellers to trust and to allow sellers to demonstrate their ability to meet advertisers’ needs. All industry participants should know more about their suppliers and their suppliers’ suppliers.Digital Supply ChainFoster understanding of the digital supply chain and the challenges that threaten it._9d814b26-1636-11ea-aab6-82700983ea004.1TAG helps all participants gain a better understanding of the digital supply chain and the challenges that threaten its continued success.Openness, Understanding & TrustBuild openness, understanding and trust._9d814c98-1636-11ea-aab6-82700983ea004.2We work to build openness, understanding and trust at all levels. Our initiatives aim to make it easier for honest participants to stand out through their voluntary adherence to industry standards and best practices.StandardsDevelop and promote standards to combat digital ad fraud, malware, and piracy in the digital advertising supply chain._9d814e28-1636-11ea-aab6-82700983ea004.3Digital Advertising IndustryTAG supports the development of common standards to combat digital ad fraud, malware, and piracy in the digital advertising supply chain. TAG will promote the adoption of those standards throughout the industry.2019-12-03https://www.tagtoday.net/aboutus/OwenAmburOwen.Ambur@verizon.net