TAG and JICWEBS partner to clean up digital advertising supply chain

The two leading cross-industry standards bodies in the US and UK have today announced they will work together to tackle some of the biggest issues facing digital advertising including brand safety, buying transparency, fraud and criminal activity.

The Trustworthy Accountability Group (TAG) and the Joint Industry Committee for Web Standards (JICWEBS) are focused on slightly different but complementary issues and the aim is to transfer learnings between the respective initiatives to improve their effectiveness and create a united and consistent approach across markets to tackle criminal activity and clean up the digital ad supply chain.

The digital advertising industry has been estimated to gain $8.2bn by eliminating fraud and flaws in the digital supply chain in the US alone.

TAG was established by US bodies, the IAB, the Association of National Advertisers and the American Association of Advertising Agencies. Its primary focus is to fight ad-supported internet piracy, combat malware, eliminate fraud and promote brand safety.

JICWEBS is the cross-industry independent body responsible for developing standards for online ad trading and is made up of the IAB, ISBA, the IPA and AOP. Its primary focus is tackling fraud, brand safety and viewability.

Mike Zaneis, President and CEO of TAG, said: “Since 2014 TAG has built programs to tackle fraud, malware and piracy in digital advertising, as well as promote transparency and brand safety. However the message from advertisers is clear: we need a consistent and joined up approach across markets and we look forward to working with JICWEBS to progress delivering this.”

Richard Foan, Chair of JICWEBS, said: “JICWEBS has made great strides in promoting greater transparency in the UK digital advertising market, as well as minimising the risk of advertising fraud. But we need a global approach for local markets and I believe JICWEBS and TAG will offer this.”

Nigel Gwilliam, Consultant Head of Media and Emerging Technology, IPA, said: “As a founding member of JICWEBS representing UK agencies and the UK operations of global agencies, we wholly support this joint effort to deliver a local solution within a global approach.”

About TAG:

The Trustworthy Accountability Group (TAG) is a joint marketing-media industry program, which was created to eliminate fraudulent digital advertising traffic, combat malware and fighting ad-supported Internet piracy, as well as to promote brand integrity and safety through greater transparency - www.tagtoday.net.


JICWEBS defines best practice and standards for online ad trading in the UK and is made up of the following trade bodies: Association of Online Publishers (AOP), Internet Advertising Bureau (IAB) UK, ISBA – the voice of British advertisers – and the Institute of Practitioners in Advertising (IPA) - www.jicwebs.org

Last updated 21 January 2022