In May of this year (2018) Genius Monkey announced that we became part of an elite group of companies that had earned the TAG Registered Seal, issued by the Trustworthy Accountability Group (TAG). We became one of the earlier companies to earn this seal, as we are hyper vigilant about the importance of trustworthiness in the advertising industry. We want our clients to feel at ease, knowing that we always take every measure we can to keep the products of their adspend free of fraudulent activity.
In November of this year, an analysis of TAG was conducted by the results-driven digital advertising infrastructure consultancy, The 614 Group, who provides strategic and tactical services to media clients. The results of the inventory indicated that the invalid traffic (IVT) was held to below 2% for the second consecutive year in a row. This update analysis revealed a reduction in fraud of more than 84% in TAG Certified distribution channels vs. the broader average.
In 2017, The 614 Group expanded its analysis to include Sophisticated Invalid Traffic (SIVT) and a wide range of inventory types, including billions of video, mobile web, and in-app ads.
According to Mike Zaneis, CEO of TAG, "There's a saying in the technology industry that says, 'Once can be lucky, but twice means you're good.' By reducing fraud rates in TAG Certified channels to less than two percent for the second year in a row, TAG's Certified Against Fraud Program has firmly established the success of its model to reduce invalid traffic and stop the flow of money to the criminals who profit from it. This study reinforces why TAG's anti-fraud certification has become a baseline requirement for doing business in the digital ad supply chain, and we look forward to building on its success as we expand our programs globally."
This study reinforces why TAG's anti-fraud certification has become a baseline requirement for doing business in the digital ad supply chain, and we look forward to building on its success as we expand our programs globally."
It was December of 2017 when TAG first commissioned the 614 group to do a study of their anti-fraud program to benchmark the effectiveness of its program. In that study, only the GIVT was measured, but the SIVT was not, so the results were not completely comparable, but the results still indicated an 83% reduction in fraud; very similar to the 2018 study. Needless to say, the 614 Group was pleased with these results, as they proof of the seriousness of this program and the value of having a benchmark like this in the industry.
TAG launched this anti-fraud program to do battle with invalid or fraudulent traffic in the digital ad supply chain. The companies that comply with the program's requirements are awarded the Certified Against Fraud Seal. To be able to display this seal is proof of their commitment to battling fraud, and provides them with a suite of anti-fraud tools to assist with compliance.
As of the publish date of this blog, there are 109 companies that have acquired the TAG certification, which more than doubles the 49 companies to earn it by December of 2017. Genius Monkey is proud to be amongst the first to become certified and receive the seal.
Additional information about TAG, and how companies can follow in the footsteps of Genius Monkey and get their certification, can be found here.