Big publishers who don’t want to work with an outside vendor (Google would be a likely candidate) can self-certify with their own tech.
TAG initially had a hard time defining pirated content, Ingis said, until it settled on a definition based on what Ingis calls an at-risk entity (ARE), which means there is a “reasonable, discernable risk that the content is unauthorized or pirated, illegal material.” This allows TAG to avoid a legal debate about the content.
“Advertisers don’t really care if it meets the specific legal standard or not,” Ingis said. “They just don’t want their ads on sites that are not credible or legitimate.”
TAG will have some bite to it: If a publisher displays a certification it did not actually receive, the organization can sue.
TAG’s attention on piracy will be followed by standards addressing fraud that focus on establishing protocols and ensuring bad actors won’t be rewarded (or paid). The two issues are intertwined, said TAG CEO Linda Wooley.
“Today's program on piracy establishes a system where companies that provide anti-piracy tools can be validated, and the those validated companies (DAAPs) can be hired by companies on the front end (marketers and agencies) or on the back end (networks and exchanges),” she explained. “Identifying and rooting out pirated content will definitely cut down on a certain type of fraud.”