LOS ANGELES--(BUSINESS WIRE)--OpenX, the world’s leading independent advertising technology provider, announced today that it is one of the first to be awarded full certification under the entire suite of compliance programs administered by the Trustworthy Accountability Group (TAG). OpenX is also one of the first global exchanges to be independently validated by a third-party across all four TAG certifications, demonstrating its deep commitment to anti-fraud, anti-piracy, anti-malware and inventory quality standards.
To earn each certification, OpenX has met stringent guidelines as determined by TAG, a first-of-its-kind, cross-industry accountability program, created by the American Association of Advertising Agencies (4A’s), Association of National Advertisers (ANA) and Interactive Advertising Bureau (IAB) to fight deceptive activity across the digital advertising supply chain.
“As one of the first fully TAG-certified exchanges, OpenX is taking material steps to rid the industry of the bad actors perpetuating fraud, malware and other quality issues,” said Mike Zaneis, president of TAG. “OpenX has been, and continues to be, a leader in quality as measured by a trusted, independent third party and sets the standard for exchanges across the entire digital advertising industry.”
The stringent requirements to acquire each TAG certification are designed to protect advertisers, publishers, technology providers, and consumers from the fraudulent actions of bad actors that cost the industry billions of dollars each year. OpenX not only met the rigorous TAG certification standards, it took the additional measure of engaging non-profit global advertising compliance auditing group BPA Worldwide for third-party validation. In addition to determining and overseeing development for TAG initiatives as part of its leadership council, OpenX’s leading global exchange has earned the following certifications from TAG:
- OpenX is Certified Against Fraud - for taking measures to ensure ad impressions are seen by real people and payments are going to legitimate companies.
- OpenX is Certified Against Malware - for establishing a multi-faceted approach to shutting down malware distributors, and participating in a first-of-its-kind sharing hub to warn companies of malware attacks in near real time.
- OpenX is Certified Against Piracy - for committing to prevent ads from showing on pirated or infringing sites.
- OpenX meets Inventory Quality Guidelines (IQG) - for providing greater brand safety assurances that ads will not appear alongside inappropriate content.
“Ensuring the highest quality advertising environment for both buyers and sellers lies at the foundation of everything we do at OpenX,” said John Murphy, vice president, marketplace quality at OpenX. “Winning the ongoing arms race against bad actors, fraudsters, malware and low quality adtech players takes a continuous investment in both proprietary technologies as well as third party verifications. We are working alongside TAG and other third parties to build a trustworthy, fraud-free environment to unleash the full potential of programmatic advertising.”
OpenX is focused on unleashing the full economic potential of digital media companies. We do this by making digital advertising markets and technologies that are designed to deliver optimal value to publishers and advertisers on every ad served across all screens.
At OpenX, we have built a team that is uniquely experienced in designing and operating high-scale ad marketplaces, and we are constantly on the lookout for thoughtful, creative executors who are as fascinated as we are about finding new ways to apply a blend of market design, technical innovation, operational excellence, and empathetic partner service to the frontiers of digital advertising.