MUMBAI: Zapr, partly owned by Star India's Hotstar, has now been verified by Trustworthy Accountability Group (TAG) for transparent business practices in the digital ad space. Compliant companies include Google, Comscore and GroupM.

TAG, an advertising industry initiative to fight criminal activity in the digital advertising supply chain, recently awarded Zapr Media Labs for being a legitimate participant in the digital advertising industry through a proprietary background check and review process powered by Dun & Bradstreet.

WPP estimates that $16.4 billion of global advertising revenue will be spent on fraudulent ad traffic in 2017. However, through the murky swamp that the ad-tech industry has become, the global media and advertising industry is fighting back and demanding greater transparency.

Comprising over 200 registered companies worldwide including Google, Comscore and GroupM, TAG aims to eliminate fraudulent digital ad traffic by ensuring transparency in the digital advertising supply chain. Global marketing leaders are increasingly insisting that all participants in the digital ecosystem comply with TAG guidelines.

“Our industry’s efforts to fight fraud, combat malware, stop piracy, and improve transparency are building overwhelming momentum, as hundreds of companies agree to join TAG and take part in our certification programs,” TAG (TAG Today) CEO Mike Zaneis.

“In an industry where clients want to be assured that their brands and digital components are safe, Zapr remains committed to upholding the highest industry standards, Zapr CEO Sandipan Mondal said.

Zapr’s TAG verified status claims to reinforce its adoption of transparency and global best practices with clients and publisher partners.