industry completes
successful digital trust pilot


The Trustworthy Accountability Group (TAG) has successfully completed a twelve-month cross-industry pilot programme to evaluate the feasibility and potential benefits of Distributed Ledger Technology (DLT) to increase trust and transparency in digital advertising.

Launched by the industry body JICWEBS last year prior to its merger with TAG, the pilot included participants from major brands including Nestle, Telefonica/O2, McDonald’s, Virgin Media and Johnson & Johnson; agencies including GroupM, Havas, IPG, Mindshare, OMD, and Zenith; and more than 15 prominent ad tech providers and publishers spanning nearly every segment of the supply chain.

The findings of the Pilot will be discussed at the session Where advertising meets technology’ on Monday (7 September at 12:40pm) as part of London Tech Week, featuring Jules Kendrick, MD UK and Europe, TAG; Fiducia CEO Tim Brown and IPA President and CEO of Publicis Sapient, Nigel Vaz.

Building a more transparent ecosystem requires both innovation and collaboration, and this pilot has demonstrated our industry’s commitment to working together to quickly and thoroughly evaluate new technologies,” said Jules Kendrick, Managing Director UK & Europe for TAG.

Our pilot showed promising opportunities for a DLT platform, including the potential to achieve a ‘Shared Truth’ where the same data is recognized as valid and accurate across the supply chain. We look forward to expanding our consultative efforts to help ensure that every participant in the supply chain can be sure that ‘what you see is what I see.’”


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