The Trustworthy Accountability Group (TAG), the leading global initiative dedicated to fighting criminal activity and increasing trust in digital advertising, has released its 2025 Impact and Compliance Report. This comprehensive, data-driven assessment evaluates the effectiveness and progress of TAG's global initiatives over the past year, building on the inaugural report from the previous year.
The report provides a program-by-program analysis of the impact from TAG certifications and tools across core areas: ad fraud, brand safety, malvertising, and transparency.
The report underscores how TAG's transparent, measurable standards deliver tangible results. From substantial fraud prevention savings in Europe to strengthened defenses against evolving threats, the data illustrates the value of industry-wide collaboration and rigorous compliance.
"TAG's programs have always been based on transparency and measurement, so member companies can utilize verifiable metrics to improve their standards and drive better results," said Mike Zaneis, CEO of TAG. "From billions in fraud savings for European advertisers to increased sharing of high-value threat intelligence and reduced waste through MFAs, TAG's 2025 Impact and Compliance Report shows that accountability at scale works. At the same time, the report shows the work that remains to be done and the critical importance of building an even broader community of companies that adopt those high standards worldwide."
TAG's investigations under its Due Process for Allegations of Non-compliance found no violations of guidelines in 2025. The organization also took a leadership role in combating Child Sexual Abuse Materials (CSAM) by hosting a first-of-its-kind briefing with a representative from the National Center for Missing and Exploited Children (NCMEC) to educate the industry and share best practices for reporting.
About TAG (Trustworthy Accountability Group)
TAG is the leading global initiative dedicated to fighting criminal activity and increasing trust in digital advertising. TAG works toward these goals by setting industry standards, sharing threat intelligence, and fostering cross-industry dialogue to spur collaboration and innovation. TAG Certification Programs raise the bar on industry efforts to reduce fraudulent traffic, strengthen brand safety, increase transparency, and share information on new and emerging threats. TAG's compliance tools support companies in meeting the industry's rigorous standards, while its threat intelligence efforts deliver actionable insights to fortify the digital ad industry's collective defenses. By uniting the expertise and thought leadership of the hundreds of companies in the TAG Community, TAG helps the industry confront rapidly changing challenges and protect the integrity of the advertising ecosystem worldwide.
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