Zapr verified by global anti-fraud entity TAG for digital advertising transparency

Compliant companies include Google, Comscore and GroupM

by exchange4media Staff
Published - Aug 14, 2017 2:41 PM Updated: Aug 14, 2017 2:41 PM


Zapr is the first Indian company verified by world leading Trustworthy Accountability Group (TAG) for transparent business practices in the digital ad space. Compliant companies include Google, Comscore and GroupM.



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.



Zapr Media Labs was 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 their 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).



Comprising 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,” says 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,” says Marc Pritchard, P&G’s Chief Brand Officer.



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,” said Sandipan Mondal, CEO at Zapr Media Labs.



Zapr’s TAG verified status reinforces its adoption of transparency and global best practices with clients and publisher partners. The association with the global entity enables Zapr to:

1.        Identify and stop buying from suppliers engaged in the transaction of non-human traffic or otherwise invalid traffic.

2.       Provide recourse to a buyer who programmatically purchases media that has been misrepresented by a seller.


 

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