Another point on the board for advertising transparency


By Matt Leardini, Vice President, Search & Advertising

We’ve long been focused on brand-safe monetization in our work with advertisers and publishers that rely on our programmatic ad-tech and premium inventory. We’re proud to announce we’ve taken yet another step to ensure quality, transparency and safety by securing TAG Registration from the Trustworthy Accountability Group (TAG).

The Trustworthy Accountability Group was created to fight criminal activity and strengthen the digital advertising supply chain by fighting fraudulent traffic, malware, and ad-supported Internet piracy, as well as improving transparency. These efforts have been met with praise as the group continues to make headway on this front. In a study released late last year, The 614 Group found that the use of TAG Certified distribution channels reduced fraud by more than 83 percent from industry averages. 

TAG Registered companies have been verified as legitimate participants in the digital advertising industry through a proprietary background check and review process powered by Dun & Bradstreet and subsequent approval by TAG. Recently, Synacor worked with TAG to secure this TAG Registration and offer our advertisers and publishers yet another layer of transparency as part of our efforts to guarantee bot-free traffic.

Trustworthy Accountability Group President and CEO Mike Zaneis noted, "We're delighted to welcome Synacor to the growing list of TAG Registered companies. We believe it’s important for all companies involved in the digital advertising supply chain to participate in a transparent verification process. By securing TAG Registration, Synacor has taken an important step in helping create a safe environment for brands online."

At Synacor, we will continue to invest in brand safety efforts, especially when we can align with the larger industry on initiatives we know can make a major impact.

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