The local and regional advertiser-focused Connected TV/OTT platform launched by TEGNA in 2016 has been given the TAG Certified Against Fraud Seal, becoming the first “local OTT platform” to earn it from the Trustworthy Accountability Group, or TAG.
The TAG anti-fraud certified for Premion, TEGNA says, comes in recognition of its “commitment and rigorous steps taken in the fight against fraudulent advertising. Created by the American Association of Advertising Agencies (4A’s), the Association of National Advertisers (ANA) and Interactive Advertising Bureau (IAB).
TAG is a global certification program fighting criminal activity and increasing trust in the digital advertising industry, and of increasing interest to broadcast TV companies in the CTV/OTT space.
“Brand safety and performance outcomes are at the forefront of advertiser priorities and we’ve invested in our capabilities to combat ad fraud since it first emerged in the OTT ecosystem,” said Premion President Tom Cox. “This recognition validates what we’ve been doing from the onset — directly sourcing inventory from premium, known publishers and using cutting-edge technology to detect and filter for fraud. We’ve taken proactive steps early and remain committed to providing our advertisers with the highest level of accountability as the trusted and secure OTT advertising platform.”
Premion says it secured the TAG Certified Against Fraud Seal by employing thorough processes and comprehensive systems to adhere to TAG’s compliance standards.
Premion sources inventory from premium OTT content providers in a direct, priority “server to-server” relationship with those partners and through invite-only private marketplaces from providers.
Through its technology partners, Premion deploys several layers of defense for pre- and post-serving verification that weeds out any suspicious inventory.
“As more ad dollars move to follow the rapid growth in streaming TV audiences, ad fraud is a growing reality and challenge in the OTT ecosystem,” said TAG CEO Mike Zaneis. “Our 2020 Fraud Benchmark Study has shown TAG Certified Channels which include multiple TAG-certified companies have 90 percent less fraud than the industry average. We commend Premion for its dedication to treating ad fraud as a strategic business priority and achieving the TAG Certified Against Fraud Seal.”