The Trade Desk and Google to Forgo TAG Accreditation

The Trade Desk and Google will not renew their accreditations with the Trustworthy Accountability Group (TAG). TAG is an industry body that combats ad fraud and improves transparency.

Procter & Gamble, a major advertiser, also dropped its requirement for partners to be TAG certified. This suggests a potential reassessment of the program's value within the digital advertising ecosystem.

TAG enhances safety and transparency in digital advertising. It addresses issues including fraud, malware, and brand safety.

The departure of The Trade Desk and Google could influence how the industry addresses these challenges. The companies have not officially detailed their reasons. This occurs amidst a broader industry push for greater transparency and efficiency in the ad tech supply chain.