Category

Banner – Publishers

Shield with check mark icon

TAN joins TAG – the ad industry’s global brand safety programme

By | Banner - Publishers, Brand Safety, main blog

At TAN, we’ve always realised the importance of brand safety. Given we work with long form sponsored content, delivered in trusted publisher environments, where our advertisers appear is of paramount importance.

We were one of the first members of the IAB’s Gold Standard which set out a range of industry practices designed to improve the digital advertising experience for the general public, while reducing ad fraud and increasing brand safety for advertisers.

To achieve our certification, we supported the ads.txt initiative, ensured our formats were in line with the Coalition for Better Advertising LEAN standards, and obtained our Digital Trading Standards Group (DTSG) certification for brand safety, audited by UK regulatory group JICWEBs.

JICWEBS merges with TAG

The Trustworthy Accountability Group (TAG), is the world’s leading programme to fight criminal activity and increase trust in the digital advertising industry. JICWEBS and TAG first joined forces in March 2017. Since then, the two organisations have aligned their programmes to further improve standards, avoid duplicative effort, and extend their global reach.

Mike Zaneis, CEO of TAG said upon announcement of the merger: “From Manhattan to Manchester, Madrid to Macao, and Mumbai to Melbourne, every company in digital advertising can comply with TAG’s standards.”

“By bringing TAG and JICWEBS together, we are making it easier for every company in the supply chain to adopt the high standards necessary to protect themselves and their customers across the globe,” said Jules Kendrick, CEO of JICWEBS. “Rather than wading through an acronym soup of regional alternatives with differing standards, costs, and compliance requirements, companies can make sure they comply with one set of industry-wide certifications.”

TAN continues to improve the ad experience  

As a currently audited participant in JICWEBS Digital Trading Standards Group (DTSG) Programme, TAN Media are now certified by TAG, which in itself will continue to form part of the IAB Gold Standard.

Upon receiving the new TAG Brand Safety Certified Seal, Adam Rock, Managing Director of TAN Media said:

“We are proud to have worked to make advertising better for both consumers and brands over the past few years. It’s important to demonstrate that our industry is committed to ensuring the highest possible standards of trust online. It’s fantastic to be part of a truly global initiative.”

Further Resources

For more information on the merger of JICWEBS and TAG please see here

For more on the standards required for the TAG seal please see here

For further information on the IAB Gold Standard please visit www.iabuk.com/goldstandard

 

Man on laptop

A beginner’s guide to ads.txt and CBA

By | Banner - Publishers, main blog

Programmatic advertising has grown at an astonishing rate over the past few years, enabling advertisers to reach their desired audience, efficiently and at scale. The desire for reach has led to many collaborations between publishers, exchanges and AdTech partners, but it’s also made the online advertising ecosystem incredibly complicated and at risk from fraud as more and more parts are added to the chain. The answer? Authorised Digital Sellers, otherwise known as Ads.txt

So, what is ads.txt?

Introduced by the IAB in 2017, ads.txt has been well received by publishers in the UK with an adoption rate of 83% among top 1,000 domains (Jan 2018). It’s essentially a text file, approved by the IAB, which enables publishers to prevent unauthorised sales of their online inventory by listing all the companies that they do allow to sell it. The publisher adds a simple text file on their web server containing all the companies they’ve authorised to sell their inventory.

How do buyers check?

Ads.txt protects programmatic buyers from spending budgets on counterfeit inventory. It’s pretty simple to ensure you’re buying the genuine thing. Simply add /ads.txt to a website to ensure that you are buying from authorised digital sellers of a particular domain. For more on how to add or check ads.txt visit www.iabtechlab.com/how-to-ads-txt

Other industry Initiatives 

Partly in reaction to the rise of ad blocking, the industry has come together to form The Collation For Better Ads. It’s aim is to improve online advertising for consumers in order to secure revenue streams which fund free content and valuable journalism. Our non-interruptive native formats conform to CBA guidelines. You can find out more at www.betterads.org

How TAN supports industry initiatives 

Our non-interruptive native formats conform to CBA guidelines and all of our creative specs detail our support. Our publisher team fully supports Ads.txt, working with publishers to ensure they include the relevant Ads.txt files within their sites, signalling to programmatic buyers that this inventory is authorised.