Masterclassing Connect

TAG links up with CAA to clean up Chinese digital advertising

Tyrone Stewart


The Trustworthy Accountability Group (TAG) has teamed up with the China Advertising Association (CAA) to launch TAG’s international standards in the Chinese market.

The collaboration aims to provide Chinese companies with the tools to combat ad fraud in digital advertising, while providing recognition to these companies for their work via TAG’s Certified Against Fraud certification.

The anti-fraud standard has been localised to include compliance with China National Standards GBT34092.2 – 2017 - Interactive Advertising - Delivery Monitor Requirements (China National IVT Standard). TAG and CAA are also working toward including sophisticated invalid traffic (SIVT) in the standard by 2022.

“TAG’s work with CAA in bringing these standards to China adjusts measures to local conditions whilst – at the same time – leveraging an approach that is consistent for businesses operating both in China and beyond,” said Mike Zaneis, President & CEO of TAG.

On top of the Certified Against Fraud certification, companies will be able to achieve TAG’s Brand Safety certification and work together with others to tackle threats to digital advertising via TAG’s Threat Sharing Exchange.

The latest TAG and CAA partnership builds on last year’s – when the duo linked up to fight criminal activity and promote transparency in digital advertising. As a result, the CAA began promoting TAG’s international self-regulatory standards to its member companies.

“Building on our collaboration with TAG, CAA is delighted to launch these standards in China to help tackle criminal activity and promote brand safety in digital advertising,” said Zhang Guo Hua, Chairman of the CAA. “We believe this is an important development and – underpinned with independent validation – will make a real difference to the quality of digital advertising in China. CAA encourages its member companies to take this step.”