Trustworthy Accountability Group (TAG)

Created by the American Association of Advertising Agencies, Association of National Advertisers, and the Interactive Advertising Bureau (IAB), the Trustworthy Accountability Group (TAG) is a global initiative that seeks to build trust, increase transparency, and fight fraud in the digital advertising industry.

TAG members include influential brands, agencies, publishers, and adtech providers from around the world, and the Group works collaboratively with all companies involved in the supply of digital ads, analysing threats, sharing best practices, promoting brand safety, and providing certification programmes, while also connecting industry leaders and enabling innovation.

TAG is mostly relevant for the US market.