The Trustworthy Accountability Group (TAG), formerly JICWEBS, jointly with ISBA, IPA, IAB UK and AOP, started a 5 week industry consultation – from October 1 to November 5, 2020 - following a successful one-year pilot to evaluate the launch of a collaborative industry consortium network using Distributed Ledger Technology (DLT), as an always-on solution to drive accountability, while providing significant business efficiency gains.
The purpose of the Industry Consultation is to provide industry players with the opportunity to:
The comments received will be reviewed by a Steering Committee formed by TAG, the UK trade associations and any applicable experts after which the Steering Committee will provide a set of recommendations. TAG will simultaneously lead efforts to structure a consortium for the post-pilot phase and announce a decision about its role in that effort during Q4 2020.
The consultation comes after a pioneering pilot that started in July 2019 with participants including major brands Nestlé, Telefonica/O2, McDonald’s, Virgin Media, Unilever, Johnson & Johnson; agency trading groups WPP, Publicis, OMG, Havas, IPG; and more than 15 prominent ad tech providers and publishers spanning every segment of the supply chain.
The Trustworthy Accountability Group (TAG) is the leading global certification programme fighting criminal activity and increasing trust in the digital advertising industry. Created by leading US industry trade organisations, TAG's mission is to eliminate fraudulent traffic, combat malware, prevent Internet piracy, and promote greater transparency in digital advertising. TAG advances those initiatives by bringing companies across the digital advertising supply chain together to set the highest standards. TAG is the first and only registered Information Sharing and Analysis Organization (ISAO) for the digital advertising industry. For more information on TAG, please visit tagtoday.net.