GroupM to only work with partners using TAG anti-piracy services to stop ad fraud

MUMBAI: WPP?s GroupM will only work ad network partners who use the Trustworthy Accountability Group?s (TAG) anti-piracy guidelines. The agency has mandated that its media partners either become or use TAG-certified providers of anti-piracy services to participate in GroupM?s Trusted Marketplaces.

GroupM?s media investments on behalf of clients are approximately $106 billion (RECMA 2014); the company?s action will make a significant impact on pirated content trafficking worldwide.

?We?re in the business of giving the world?s most valuable brands marketing advantage with smart media strategies. This inherently means we?re vigilant for clients? brand safety. Our work with TAG in the development and now full adoption of anti-piracy guidelines is a major leap forward. With IAB, 4As, and ANA, we?ve worked years to make the digital ecosystem more trustworthy. Fighting pirates of copyrighted content required every ounce of our tenacity and ingenuity, but with the advent of TAG?s Brand Integrity Program Against Piracy, we have powerful new tools and safeguards,? said GroupM Connect, North America chairman and TAG Anti-Piracy Working Group co-chair John Montgomery.

Announced in February 2015, TAG?s anti-piracy program helps prevent ad placement on websites that facilitate distribution of pirated content and/or the illegal dissemination of counterfeit goods. Through the program, providers of anti-piracy tools and services will be validated as Digital Advertising Assurance Providers (DAAPs) by independent third-parties including Stroz Friedberg and Ernst & Young, working with TAG. To be validated, DAAP companies must show how they identify risky sites, prevent ad placement, disrupt site transactions, monitor and assess the safety of ad placements, and/or prevent payment to sites that are deemed likely to offer pirated content or counterfeit goods. The first validated DAAPs are expected to be named in Q3 2015, and GroupM will require that all of its partners receive such validation by Q1 2016.

?It's very gratifying to have the world's largest media buyer commit to the TAG program for itself and its partners. Major marketers want to protect their brands from being placed on sites that are associated with criminal activity. TAG is building the trusted marketplace for buying and selling inventory in the digital supply chain,? said TAG CEO Mike Zaneis.

A report from the Digital Citizens? Alliance estimated that pirate content sites made more than $200 million in 2014 from advertising placed inadvertently on those sites, damaging copyright holders across music, movies, TV, books, games and more. Advertisers whose brands inadvertently appear on such sites suffer reputational harm. In addition, consumers that visit these sites are made to believe the content is legitimate due to the presence of brands they recognise and are often damaged by malware or other malicious code that infects their computers.

The Brand Integrity Against Piracy Program has also been endorsed by the U.S. Chamber of Commerce, Recording Industry Association of America (RIAA), Motion Picture Association of America (MPAA), Independent Film & Television Alliance (IFTA), CreativeFuture, and Copyright Alliance, among a number of other advertising industry groups and companies.

?We applaud GroupM?s leadership and commitment to enhancing trust and transparency in the digital marketplace. As a premium content provider and a digital advertiser, NBCUniversal is committed to protecting its brand from appearing on illegitimate sites and stemming the flow of ad dollars to pirate site operators. We encourage the entire market to follow GroupM?s lead,? said NBCUniversal EVP of business operations and strategies and TAG board member Krishan Bhatia.

Latest Reads
Ajay Gahlaut resigns from Ogilvy India

Ajay Gahlaut, the deputy CCO of Ogilvy India and CCO of Ogilvy North has resigned from the company. 

MAM Media and Advertising People
Concept BIU Acquires the Business of Bluebytes

Concept Business Intelligence Unit (Concept BIU), one of India’s leading media monitoring agencies, has acquired the business of Comniscient Group’s Bluebytes News.

MAM Media and Advertising AD Agencies
Pump it up this holiday season with Athleisure Lifestyle

Family bonding is a complex equation given how different people belonging to the same family can turn out to be- their preferences, their tastes and their opinions.

MAM Marketing MAM
Quess Corp launches its first outdoor campaign, ‘’I AM QUESS’’ to expand brand awareness

Quess Corp, India’s leading business services provider, has launched its first outdoor campaign, ‘’I AM QUESS’’ to expand awareness and communicate with its customers directly.

MAM Media and Advertising Ad Campaigns
Brands, agencies to rewire approaches using data: CVL Srinivas, WPP

Data. A four letter word that has even the senior most executives sweating and scratching their heads. While it is a small little word, understanding how to use it, is actually very complicated. That’s why  all we’ve been hearing about in the last year is how can brands and agencies leverage the...

MAM Media and Advertising People
Hershey Kisses will now be Made in India

We’ve all been there where we ask our relatives and friends to bring us imported chocolates and candies from their trip abroad. Hershey’s Kisses have always been one such popular chocolate. The chocolates are distinct because of their unique shape and each one is delicately wrapped to make them...

MAM Marketing Brands
Social Kinnect awarded digital mandate of entire Indiabulls Group

Social Kinnect, an Indian independent digital marketing agency, has been awarded the social media mandate of Indiabulls Group. The agency will be responsible for managing the social media platforms of the entire Indiabulls Group umbrella namely - Indiabulls Housing Finance Limited (IBHFL),...

MAM Media and Advertising Account
Grapes Digital to handle digital mandate for Realme smartphones

Realme, an emerging smartphone brand that specialises in providing high quality smartphones has extended its association with Grapes Digital. In addition to the strategic communications mandate, it has also handed over the digital media mandate to the agency. Grapes will now be responsible for...

MAM Media and Advertising Account
Dentsu Aegis Network removes Kartik Iyer & 3 seniors following sexual harassment allegations

Amidst the ongoing #MeToo movement, where several allegations regarding sexual harassment and sexual assault have come to light, the media and entertainment industry isn’t left behind.

MAM Media and Advertising People

Latest News

Load More

Sign up for our Newsletter

subscribe for latest stories