Babar Khan Javed
Nov 3, 2017

Exponential Interactive becomes TAG certified

Exponential was able to prove that its methodology complied with the Trustworthy Accountability Group's guidelines for its certification against fraud.

In becoming TAG-certified, Exponential Interactive can bypass the checks and balances of procurement teams at stringent advertisers such as P&G.
In becoming TAG-certified, Exponential Interactive can bypass the checks and balances of procurement teams at stringent advertisers such as P&G.

Exponential Interactive has received "Certified Against Fraud” accreditation by the Trustworthy Accountability Group (TAG).

Popularized by P&G's Marc Pritchard following his AMA speech in early 2017, becoming TAG-certified was among the five steps highlighted for the advertising industry in order to usher in a new era of digital transparency. The remaining four measures were the adoption of a single viewability standard, the implementation of third-party verification, the widespread adoption of transparent agency contracts, and tangible steps towards ensuring brand safety.

Exponential has a global reach of 700 million monthly users. It regularly updates whitelists and blacklists, has proprietary activity-based detection checks and manual invalid traffics checks and has partner qualification controls for publishers upon being accepted into the network.

The accreditation was achieved via an audit by BPA Worldwide, a TAG-approved independent third party. Exponential Interactive also works in compliance with The Media Rating Council’s Invalid Traffic Detection and Filtration Guidelines.

“In Asia Pacific where the ad-tech ecosystem is not only full of opportunity but often subject to fraud, brands, and agencies looking to invest in advertising across desktop, mobile and video need to work with partners that are one step ahead”, said Steffen Crouwel, Exponential’s APAC commercial director. “To that end, efforts to eliminate ad fraud and improve brand safety continue to be an integral part of Exponential, and this certification reinforces our commitment to a secure experience for our customers.”

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