According to Linda Woolley, it’s time to start naming and shaming those who engage in ad fraud.
Woolley, the former president of the Direct Marketing Association, has been named president and CEO of the Trustworthy Accountability Group (TAG), a new group in the U.S. that is tasked with eliminating fraudulent online ad traffic and taking on malicious ad tech.
According to Advertising Age, Woolley addressed an IAB summit on Monday saying “TAG plans to call out bad actors,” and put them in a “penalty box,” while also offering a seal of approval for those organizations that act in a legitimate and transparent manner.
Woolley told Ad Age that she hopes advertisers “will use this information to make decisions about who they do business with. If a company doesn’t have a TAG seal of approval, they’ll think twice about doing business with that company.”
TAG was announced last month as a joint operation between the Interactive Advertising Bureau, Association of National Advertisers, and American Association of Advertising Agencies.
“Fraud in the online advertising space is a long-standing problem, and the time is now to solve it,” said Bob Liodice, President and CEO, ANA. “Linda’s experience with creating powerful self-regulatory groups, particularly the Digital Advertising Alliance, is just the right experience to build TAG and tackle the fraud problem.” – See more at: http://www.iab.net/about_the_iab/recent_press_releases/press_release_archive/press_release/pr-110314_tag#sthash.HZzXHl3Y.dpuf
