In the US, the Trustworthy Accountability Group (TAG) has renewed and extended comScore's certification for its efforts to eliminate piracy and fraud and its commitment to brand safety and invalid traffic detection.
TAG was created three years ago by the Interactive Advertising Bureau (IAB), Association of National Advertisers (ANA), and American Association of Advertising Agencies (4A's) to eliminate piracy and fraudulent traffic, combat malware and improve transparency in the digital advertising supply chain. The group has now renewed comScore's certification as a Validated Digital Advertising Assurance Provider (DAAP) through TAG's Certified Against Piracy program. To receive DAAP certification, comScore's solutions were audited by independent certified public accountants and approved by TAG as being compliant with the program's core criteria, which include identifying sites with pirated content, preventing ads from being served on those sites, and monitoring placement compliance with advertiser requirements, as well as preventing fraudulent practices and eliminating payments to those site owners.
In addition, comScore has received a new TAG Certified Against Fraud Seal, which ensures that third-party measurement companies are compliant with general invalid traffic (GIVT) detection and filtration requirements of MRC IVT guidelines, while employing domain and data threat filtering. Companies that choose to be independently validated must participate in a third-party audit, and comScore met this audit criteria through MRC-accreditation of its sophisticated invalid traffic (SIVT) and mobile in-app SIVT.
Steve Ahlberg (pictured), SVP Digital Products, comments: 'Our renewed certification as a Validated DAAP and new Certified Against Fraud Seal highlight our ongoing commitment to increase advertisers' confidence in digital platforms. comScore has long been a pioneer in brand safety and IVT detection solutions that enable our clients to buy and sell trusted media and create a more transparent marketplace'.
Web site: www.comscore.com .
All articles 2006-21 written and edited by Mel Crowther and/or Nick Thomas unless otherwise stated.