A company that has radio and TV stations in its asset portfolio has just become a participant in what’s being called the “TAG Registry,” from the Trustworthy Accountability Group.
The group was created as a digital industry program designed to fight fraudulent traffic and improve transparency in the digital ecosystem.
Joining the fight is Cox Media Group (CMG).
TAG Registered companies have been verified as legitimate participants in the digital advertising industry through a proprietary background check and review process powered by Dun & Bradstreet and approved by TAG.
TAG Registration is also the baseline requirement for companies to apply for TAG’s four certification programs around fighting fraudulent traffic, stopping ad-supported piracy, reducing malware, and improving transparency.
This puts a bigger validation on Cox’s consumers, and its advertisers.
TAG believes that the addition of Cox “furthers its reputation as one of the most reputable media organizations operating today.”
CMGdigital VP Joe Weir says, “Reliable data, transparency and a brand safe environment are very important to Cox Media Group. We’re committed to delivering quality inventory for our advertisers, and our participation in the TAG Registry is a sign of that commitment. The digital ad supply chain is very complex and can be challenging to navigate. The TAG Registry is an important tool for companies to confirm they are doing businesses with legitimate counterparties in the digital advertising space.”
Perhaps the biggest takeaway is this: Cox Media Group advertisers also benefit from a safe user experience and, Weir notes, “can further trust the data we provide because we have implemented additional measures to help protect against bot traffic.”
One study by the Association of National Advertisers (ANA) reported that the digital media industry lost $7.2 billion due to non-human (bot) traffic in 2016.
“We are pleased that Cox Media Group is taking a leadership role among media companies in helping to improve transparency and fight criminal activity in digital advertising by joining the TAG Registry,” said TAG CEO Mike Zaneis. “We look forward to working with CMG as we continue to expand TAG’s efforts to improve brand safety by fighting fraud, piracy, and malware while increasing transparency for digital marketers.”
