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Vevo Awarded TAG Ad Fraud & Brand Safety Certifications and IAB UK Gold Standard Status

Vevo joins industry-leading media brands in upholding and protecting the integrity of digital advertising



LONDON – July 11, 2022 – Vevo, the world’s leading music video network, has achieved TAG Certified Against Fraud and Brand Safety Certified seals from the Trustworthy Accountability Group (TAG) and Gold Standard status from the IAB (Internet Advertising Bureau) UK.


“We must all play a part in seriously addressing advertiser concerns, such as brand safety and ad waste. Together with our future-forward peers at TAG and IAB UK, Vevo is actively contributing to the much-needed frameworks and best practices to combat ad fraud and ad misplacement, while fostering more trust and transparency in the marketplace,” said Vevo’s Vice President of Ad Operations and TAG Compliance Officer, Lauren Davies.


TAG Certifications

Created by the 4A’s, ANA, and IAB, TAG is a community of more than 700 of the world's largest and most influential brands, agencies, publishers, and ad tech companies dedicated to fighting criminal activity and improving brand safety in the digital ad industry.


Vevo is enrolled in the Verified by TAG program, and has achieved the following two TAG seals after independent verification by ABC that it has met the robust TAG criteria for sellers:


  • TAG Certified Against Fraud: Applied to Vevo’s global operations, this seal demonstrates that Vevo has set industry best practices to minimize fraudulent traffic in the digital advertising supply chain, so ad impressions are seen by legitimate consumers. Requirements include employing invalid traffic detection and removal, domain threat filtering, data centre IP threat filtering, and app threat filtering.

  • TAG Brand Safety Certification in the UK: The aim of this program is to protect the integrity and brand safety of digital advertising by significantly reducing the risk of ad misplacement. As a part of the certification requirements, Vevo had to demonstrate that all of its digital ad agreements adhere to brand safety and anti-piracy principles, as well as monitoring and detection for ad misplacement.


IAB UK Gold Standard Status

IAB UK is the industry body for digital advertising, bringing together more than 1,200 members, including media owners, agencies and brands. Vevo has achieved their Gold Standard 2.0. status, which aims to better the digital advertising landscape, supporting compliance with the GDPR and ePrivacy law, tackles ad fraud, and upholds brand safety.


Some of the requirements for the Gold Standard include:

  • Implementing or supporting IAB Tech Lab's ads.txt, sellers.json and OpenRTB Supply Chain Object

  • Adhering to The Coalition for Better Ads advertising standards

  • Adopting IAB Europe’s Transparency Consent Framework (TCF)

  • Achieving TAG’s Brand Safety Certified Seal

“Vevo consistently goes above and beyond to deliver a best-in-class advertising experience for ad buyers, which we work with directly. We’re paving the way for brand safety and these recognitions further validate the value of our inventory and offerings, while also protecting our buyers,“ added Lauren. “We are excited to work with more brands and agencies which support these standards for a more transparent and sustainable digital supply chain and ecosystem.”