This announcement follows the recent partnership of TAG and the Joint Industry Committee for Web Standards (JICWEBS), the two cross-industry digital media standards bodies in the U.S. and U.K. respectively. Their union is intended to deliver alignment across the continents and further improve trust and transparency in digital ad trading.

ABC UK has been verifying companies to JICWEBS-approved standards since 2006 and currently works with over 90 leading companies in the areas of Anti Fraud and Brand Safety as well as Viewability.

Mike Zaneis, President and CEO of TAG, said, “To address the endemic challenges of the digital advertising supply chain, including fraud, malware, piracy, and lack of transparency, we must work across geographies and with other leading organizations to raise our industry’s standards. We are delighted to recognize ABC as an outside auditor for TAG, and we welcome their support in extending TAG’s anti-fraud, anti-malware, and anti-piracy programs through its deep relationships with companies in this industry.”

Simon Redlich, Chief Executive at ABC, said, “We’re delighted to support the TAG / JICWEBS partnership initiative by extending our digital verification services to include auditing for TAG’s anti-fraud, anti-malware, and anti-piracy standards. This relationship will enable our clients to demonstrate compliance to both U.K. and U.S. standards by working with ABC. Our new audit to support TAG Certification complements our existing services and is available to all companies keen to demonstrate their commitment to best practice in digital through independent verification.”



ABC’s role as an independent, industry owned verification provider

ABC is the UK’s only Joint Industry Currency to offer verification services for Brand Safety, Anti Fraud, Online Behavioural Advertising, Viewability and more. We’ve been working in digital advertising for over 22 years on a local and global scale, both as an independent, industry owned verification provider and by using our specialist expertise to develop clear, comparable test environments for digital advertising tools and processes.

Key dates in digital include launching our web traffic certification service in 1996, releasing the IAB/ABC International Spiders & Bots List alongside the IAB US in 2006, as well as our continued collaborations alongside key media bodies on the most pressing digital issues over the last two decades. Our long heritage and the breadth of companies we work with means we’re recognised as one of the leading industry experts that is helping to improve transparency and trust throughout the digital advertising supply chain.

About the Trustworthy Accountability Group

The Trustworthy Accountability Group (TAG) is the leading global certification program fighting criminal activity and increasing trust in the digital advertising industry. Created by the industry’s top trade organizations, TAG’s mission is to eliminate fraudulent traffic, combat malware, prevent Internet piracy, and promote greater transparency in digital advertising. TAG advances those initiatives by bringing companies across the digital advertising supply chain together to set the highest standards. TAG is the first and only registered Information Sharing and Analysis Organization (ISAO) for the digital advertising industry. For more information on TAG, please visit