Anti-piracy union The Trustworthy Accountability Group (TAG) has announced a new programme to help companies and agencies ensure their advertisements don’t end up gracing piracy sites.
Under the program, titled the Brand Integrity Program Against Piracy, TAG will work with a small number of independent third-party validators to certify advertising technology companies as Digital Advertising Assurance Providers (DAAPs).
To be validated as a DAAP, companies must show they can provide other advertising companies with tools to limit their exposure to undesirable websites or other properties by effectively meeting one or more criteria.
“It is critical that online advertisers be able to protect themselves from potential brand damage from piracy, fraud, and malware and safeguard their marketing investments,” explains Linda Woolley, President and CEO, Trustworthy Accountability Group. “This initiative will help marketers identify sites that present an unacceptable risk of misappropriating copyrighted content and selling counterfeit goods, and it will help them remove those sites from their advertising distribution chain.”