SHORT HILLS, N.J., July 20, 2016 /PRNewswire/ -- With an aim to
help bring transparency to the digital advertising supply chain,
Dun & Bradstreet today announced a partnership with the
Trustworthy Accountability Group (TAG) to help vet and verify the
identities of digital advertising buyers, sellers, and intermediary
companies applying to participate in the TAG Registry. Dun &
Bradstreet will use the D-U-N-S® number to power the "Verified by
TAG" process - TAG's proprietary background check – a critical,
incremental step to effectively ensure that every company approved
as "TAG Registered" is a legitimate business.
"In an era with so many digital touchpoints available for
customers to engage with your business, protecting your brand and
your marketing investments has never been more important," said
Bob Carrigan, CEO of Dun &
Bradstreet. "With Dun & Bradstreet data, TAG can feel confident
that only legitimate business entities are approved to participate
in the TAG Registry. Supporting TAG in its efforts to bring
transparency to online advertising aligns with Dun &
Bradstreet's mission of uncovering truth from data to reveal a
business' best – or riskiest - relationships."
Companies applying to be "TAG Registered" are vetted by Dun
& Bradstreet, and the results of that verification are provided
to TAG for final review and approval. Entities are matched against
Dun & Bradstreet's leading commercial database of over 250
million business records and vetted against critical data, such as
address, contact names and emails, tax ID, and other fields,
to verify that companies - and their associated connections -
are who they say they are. Following the vetting by Dun &
Bradstreet, companies that TAG approves for participating in the
TAG Registry receive a TAG-ID, a unique identifier that can be
appended to digital ads, and shared with advertising partners to
verify the legitimacy and reputation of the business.
"Increasing transparency is vital to fighting fraud and
protecting trust in the digital advertising supply chain, and TAG
Registration is the key to that effort," said TAG CEO Mike Zaneis. "We are delighted to be working
with Dun & Bradstreet to leverage the world's most
comprehensive source of business data to verify and approve the
companies in the TAG Registry."
A recently published study conducted by White Ops and the
Association of National Advertisers (ANA) estimates that
advertisers stand to lose $7.2
billion globally to fraudulent online accounts this year
alone, with premium high-CPM inventory and programmatic inventory
at some of the greatest risk.
About the Trustworthy Accountability Group
The Trustworthy Accountability Group was created to spur
transformational improvement at scale across the digital
advertising ecosystem, focusing on four core areas: eliminating
fraudulent traffic, combating malware, fighting ad-supported
Internet piracy to promote brand integrity, and promoting brand
safety through greater transparency. For more information on TAG,
please visit tagtoday.net.
About Dun & Bradstreet
Dun & Bradstreet (NYSE: DNB) grows the most valuable
relationships in business. By uncovering truth and meaning from
data, we connect customers with the prospects, suppliers, clients
and partners that matter most, and have since 1841. Nearly ninety
percent of the Fortune 500, and companies of every size around the
world, rely on our data, insights and analytics. For more about Dun
& Bradstreet, visit DNB.com. Twitter: @DnBUS
Media Contacts:
Deborah McBride
Dun & Bradstreet
(973) 921-5714
mcbrided@dnb.com
Andrew Weinstein
(For Trust Accountability Group)
(202) 667-4967
andrewwstn[at]gmail.com
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SOURCE Dun & Bradstreet