The Trustworthy Accountability Group (TAG), an ad industry self-regulatory body, unveiled itsBrand Integrity Program Against Privacy, designated to deal with online piracy in online advertising. The program aims to identify "high-risks" websites or ad entities (e.g. sites that promote unlawful activity or display unlicensed content) and prevent the placement of marketing content on them.
Companies in the online and mobile advertising ecosystem can participate in the voluntary program, by using validated tools and services to identify and prevent placement of advertising on websites and other properties that include unscrupulous activities such as counterfeit goods or copyright piracy.
Under the program, the TAG will certify advertising technology companies as Digital Advertising Assurance Providers (DAAPs). To be validated as a DAAP, companies must show they can provide other advertising companies with "tools to limit their exposure to undesirable websites or other properties."