The industry is making strides in safety and transparency, but major differences remain

Adform is proud to have maintained its Platinum status as part of the 2025 Trustworthy Accountability Group (TAG) recertification process, reaffirming our commitment to industry best practices. 

This year, TAG has awarded a record-breaking 326 certifications to 207 companies, reinforcing the industry’s commitment to safety and transparency in digital advertising. Additionally, 34 companies have achieved Platinum status, meaning they have earned at least three out of the four available seals across Brand Safety, Transparency, Fraud, and Malware. 

Only 2 DSPs hold all four TAG certifications

A closer look at the public TAG registry reveals significant differences among DSPs. Of all the platforms listed, only two DSPs have achieved all four available certifications, demonstrating a strong dedication to industry standards. This places Adform at the head of an exclusive group of companies ensuring the highest levels of protection for their clients. 

 

Why do these certifications matter? 

Each TAG certification plays a crucial role in fostering a safer, more transparent digital advertising ecosystem. Here’s why these seals are essential for our clients: 

  • Fraud Prevention: According to the 2024 TAG US Fraud Benchmark Study, the ad industry has successfully kept Invalid Traffic (IVT) below 1% in TAG Certified Channels (TCC) for four consecutive years. This proves that buying through TAG Certified Channels significantly reduces ad spend waste.

  • Brand Safety: Consumer perception of a brand is deeply influenced by where its ads appear. While specific 2025 data is not yet available, previous studies have shown that a vast majority of consumers believe advertisers should avoid placing ads on sites with harmful or inappropriate content. 

  • Malware & Security: Cyberattacks through digital advertising are on the rise, with increasing sophistication. Criminals are leveraging AI-powered malvertising and social engineering tactics to exploit the ad industry. TAG’s Certified Against Malware program protects advertisers by ensuring their partners implement strict security measures. 

  • Transparency: Initiatives like TAG TrustNet have demonstrated that advertisers can increase their media investment efficiency by up to 20% through log-level data reconciliation. While 2025 figures are not yet available, transparency remains a key driver for optimizing ad spend. 

Adform: Fully committed to excellence in digital advertising
 
In an increasingly complex advertising landscape, TAG certifications are more than just badges. They are a commitment to protecting the industry. As one of the few DSPs to hold all four TAG certifications, Adform reaffirms its dedication to security, transparency, and efficiency in digital advertising. 

For advertisers looking to maximize the impact of their ad spend in a secure environment, partnering with a fully certified DSP like Adform makes all the difference. Together, we can change the game and drive unmatched results.