Independent audit demonstrates Finecast’s high standards across brand safety, fraud, and malware
17th March 2022, London, UK — Finecast, a leading addressable TV provider, has today announced it has been certified for the first time by TAG (Trustworthy Accountability Group) following an audit validating its practices meet the highest industry brand safety standards. TAG (Trustworthy Accountability Group) produces industry guidelines and certification across brand safety, fraud, and malware. The goal of the audit was to clearly demonstrate Finecast’s commitment to brand safety and trust in the digital advertising industry.
This certification demonstrates how Finecast is actively working to uphold brand safety in advertising. The certification coincides with Finecast’s parent company, GroupM UK and Xaxis UK, which have been re-certified under the TAG Brand Safety Certification 2.0.
In today’s advertising ecosystem, consumers associate a brand’s advertising with the context in which those ads are displayed. To protect brand reputation and revenue, advertisers must have a way to ensure that their ads are not misplaced on TV channels that contain illegal, objectionable, or even simply irrelevant content.
Certification helps support the flow of advertising budgets to participants in TV advertising and serves the entire advertising supply chain by providing transparency, choice, and control for buyers and helping them purchase inventory with confidence.
“We are pleased Finecast has joined the TAG Brand Safety Certified Programme which will further help advertisers to buy inventory with more confidence.” commented Harry Harcus, Managing Director at Finecast. “The audit has shown that Finecast upholds industry best practice through examining Finecast’s compliance with the TAG brand safety guidelines by vetting our supply, ensuring we are implementing appropriate risk mitigation measures such as inclusion and exclusion lists, and whether the right terms and conditions are in place.”
The Trustworthy Accountability Group is the leading global initiative fighting criminal activity and increasing trust in the digital and TV advertising industry. TAG advances its mission of eliminating fraudulent traffic, facilitating the sharing of threat intelligence, and promoting brand safety by connecting industry leaders, analysing threats, and sharing best practices worldwide.
The mission of the TAG Brand Safety Certified Program is to significantly reduce the risk of the misplacement of advertising on media of all types, thereby upholding brand safety and protecting the integrity of advertising.