Companies applying to be "TAG Registered" are vetted by Dun & Bradstreet, and the results of that verification are provided to TAG for final review and approval. Entities are matched against Dun & Bradstreet's leading commercial database of over 250 million business records and vetted against critical data, such as address, contact names and emails, tax ID, and other fields, to verify that companies - and their associated connections - are who they say they are. Following the vetting by Dun & Bradstreet, companies that TAG approves for participating in the TAG Registry receive a TAG-ID, a unique identifier that can be appended to digital ads, and shared with advertising partners to verify the legitimacy and reputation of the business.
"Increasing transparency is vital to fighting fraud and protecting trust in the digital advertising supply chain, and TAG Registration is the key to that effort," said TAG CEO Mike Zaneis. "We are delighted to be working with Dun & Bradstreet to leverage the world's most comprehensive source of business data to verify and approve the companies in the TAG Registry."
A recently published study conducted by White Ops and the Association of National Advertisers (ANA) estimates that advertisers stand to lose $7.2 billion globally to fraudulent online accounts this year alone, with premium high-CPM inventory and programmatic inventory at some of the greatest risk.
About the Trustworthy Accountability Group
The Trustworthy Accountability Group was created to spur transformational improvement at scale across the digital advertising ecosystem, focusing on four core areas: eliminating fraudulent traffic, combating malware, fighting ad-supported Internet piracy to promote brand integrity, and promoting brand safety through greater transparency. For more information on TAG, please visit tagtoday.net.
About Dun & Bradstreet
Dun & Bradstreet (NYSE: DNB) grows the most valuable relationships in business. By uncovering truth and meaning from data, we connect customers with the prospects, suppliers, clients and partners that matter most, and have since 1841. Nearly ninety percent of the Fortune 500, and companies of every size around the world, rely on our data, insights and analytics. For more about Dun & Bradstreet, visit DNB.com. Twitter: @DnBUS
Dun & Bradstreet
(For Trust Accountability Group)
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SOURCE Dun & Bradstreet