We’re proud to announce a couple of exciting developments across the organization that demonstrate Undertone’s commitment to brand safety, transparency, and being an integral part of the advertising ecosystem. In direct response to this, Undertone officially joined two key industry groups: the Trustworthy Accountability Group (TAG) and the Coalition for Better Ads (CBA). Being a member of these organizations will not only help further Undertone’s position in the industry but more importantly, will also make a difference to our client and publishing partners.
For background, the TAG Certified Against Fraud Program was launched in 2016 in order to combat invalid traffic in the digital advertising supply chain. TAG was created by the American Association of Advertising Agencies (4A’s), Association of National Advertisers (ANA) and Interactive Advertising Bureau (IAB) and works collaboratively with companies throughout the digital ad supply chain to combat invalid traffic. Undertone received the Certified Against Fraud Seal, which is representative of a rigorous set of anti-fraud requirements validated by TAG. Undertone’s compliance underscores our support of the Program, as well as our commitment to helping stop fraudulent traffic across the ecosystem.
As a member of the Coalition for Better Ads, Undertone is taking an active role in improving our customers’ online advertising experiences and ensuring that all of our innovative ad formats align with the CBA guidelines—while still delivering the best ad experience for users, brands and publishers. The Coalition’s focus on giving audiences the best online advertising experience echoes Undertone’s established record of brand safety. Our holistic offering is amplified over 300 premium publishers, vetted and certified on a 1-1 basis, and has 99 percent human traffic, verified by Integral Ad Science (IAS).
Since Undertone began in 2002, we have been absolutely committed to ensuring brand safety and transparency for all of our clients and partners. We are proud to be part of two of the most important organizations that are helping to better the digital advertising industry, so as to instill confidence for all brands and publishers that work online.