TAG certifies 112 companies for brand safety

TAG last week announced the certification of 112 companies in the TAG Brand Safety Certified Program, a program that certifies companies for brand safety.

“There is no magic bullet to ensuring brand safety, but it would be brand malpractice not to adopt these industry-consensus standards to reduce that risk,” said Mike Zaneis, CEO of TAG. “With broad adoption at launch across every sector of the supply chain, the TAG Brand Safety Certified Program will help companies demonstrate their commitment to brand protection and ensure that advertising partners have taken the necessary steps to reduce the risk of unsafe ad placements. This program completes the TAG certification suite, so companies now can adopt a unified set of solutions that shows their leadership in addressing ad fraud, malvertising, and brand safety challenges.”

According to TAG, the program was designed to reduce the risk of the misplacement of advertising on digital media of all types. Additionally, the TAG Brand Safety Certified Program promotes the flow of advertising budgets to companies that set high standards and support the industry’s framework for brand safety.

Here the requirements:

• Every Direct Buyer, Direct Seller and/or Intermediary must ensure that all new and updated agreements for digital advertising services adhere to the program’s Brand Safety Principles, including specific brand safety criteria, policies, and procedures, as well as takedown, monitoring, and compliance requirements. Contracts must also require the use of independently validated Content Verification services or inclusion/exclusion lists.
• Every Direct Buyer, Direct Seller and/or Intermediary must ensure that 100% of its monetizable transactions are reviewed by one or more independently validated Content Verification services or inclusion/exclusion lists as defined in its digital advertising agreements.
• Every Direct Buyer, Direct Seller and/or Intermediary must document the specific policies and procedures it has to minimize the risk of ad misplacement.

The program also sets standards for all companies offering Content Verification Services, including technical standards and disclosure requirements around the classification and blocking of ad serving on media properties.

Brand safety certified companies

1. AdColony
2. Adform
3. Adverty
4. Affectv
5. Agenda21 Digital Ltd.
6. Amazon Advertising
7. Amobee, Inc.
8. Audience Store
9. AutoTrader
10. Bauer Xcel
11. Bidstack
12. Captify
13. ComCast / Freewheel
14. Comscore
15. Conde Nast International
16. Conversant Media
17. Crimtan Holdings Ltd
18. Criteo
19. Dailymotion
20. DAZN
21. eBay
22. Encore
23. ESI
24. Essence
25. Facebook
26. Fifty
27. Financial Times
28. Gamer Network
29. Global Radio Services Limited
30. Google
31. GroupM
32. GumGum
33. Havas Media
34. Haymarket Media Group
35. Hearst Communications Inc.
36. Hello!
37. Immediate Media Co.
38. Index Exchange
39. Innity
40. Inskin Media Ltd
41. Integral Ad Science
42. IPG Mediabrands
43. Iponweb
44. John Ayling & Associates (JAA)
45. JustPremium
46. Knorex
47. Kroger
48. LADbible Group Ltd
49. LiveScore
50. LoopMe
51. M6
52. Mail Metro Media
53. Mediacom
54. Mediacom North
55. Merkle
56. Mindshare
57. MIQ DIGITAL LIMITED
58. Mobsta
59. Nativo
60. Navigate Digital
61. NEWS UK
62. Ogury
63. Omnicom Media Group
64. OpenX
65. OutBrain
66. Precise.tv
67. Publicis Media
68. Pubmatic
69. Quantcast
70. Radio Teilifis Eireann
71. Reach PLC
72. Rezonence
73. RhythmOne PLC
74. Rockabox Media Ltd
75. Roku DSP
76. Rubicon Project
77. Samsung Ads
78. Shpock
79. Sky Limited
80. Smadex
81. Sovrn
82. Spotify
83. SpotX
84. SYZYGY
85. Tan Media
86. TEADS
87. Telegraph Media Group Limited
88. The 7Stars
89. The Guardian
90. The Kite Factory Ltd
91. The Trade Desk
92. Thomson Reuters (Markets)
93. TikTok
94. Total Media
95. TripAdvisor
96. TripleLift
97. Twitter
98. Unruly
99. VDX.tv
100. VE Global UK Limited
101. Venatus Media
102. Verizon Media
103. VEVO
104. Viant
105. Vibrant Media Inc.
106. Video Intelligence
107. Walmart, Inc.
108. Wavemaker
109. Xandr, Inc.
110. Xaxis
111. Zeta Interactive
112. Ziff Davis, LLC