For the last year, Nestlé, McDonald’s, and Johnson & Johnson, as well as other major brands and agencies have been taking part in an advertising DLT pilot. Yesterday, the Trustworthy Accountability Group (TAG) announced the completion of the UK cross-industry program.
Some of the key findings include identifying that 34% of the ads served should not be charged for. Plus research has shown that 59% of industry experts thing campaign reporting and reconciliation needs to be automated.
The pilot was launched in July last year by the U.K.-based Joint Industry Committee for Web Standards (JICWEBS), which will complete its merger with TAG this month. TAG itself is a cross-industry accountability program, established to increase transparency and trust in the digital advertising industry while encouraging innovation. It’s four core areas include combating malware, eliminating fraudulent traffic, fighting internet piracy, and promoting transparency.
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