Smaato Leads In-App Exchanges by Achieving TAG Anti-Fraud Certification

TAG Certified Against Fraud Seal Demonstrates Smaato’s Commitment to Mobile Marketplace Protection and Innovation

San Francisco (March 25, 2019) – Smaato, the leading global real-time advertising platform for mobile publishers and app developers, today announced it has received the TAG Certified Against Fraud Seal from the Trustworthy Accountability Group (TAG). TAG is an advertising industry initiative to fight criminal activity and improve transparency in the digital advertising supply chain.

Receiving the TAG Certified Against Fraud Seal demonstrates Smaato’s commitment to eliminating fraud by following strict guidelines and requirements including IP blacklisting, complying with the MRC’s invalid traffic detection and filtration requirements, and implementing the TAG Payment ID system.

“Smaato is proving itself a leader among in-app exchanges by completing the rigorous process necessary to achieve the TAG Certified Against Fraud Seal,” said Todd Miller, Director of Compliance at TAG. “Smaato’s commitment to fighting fraud will help move the industry closer to a safe in-app advertising ecosystem for everyone involved. We look forward to working together to continue to elevate in-app advertising to greater levels of trust and transparency.”

TAG certification requires an ongoing commitment to anti-fraud requirements. Smaato’s enduring approach to fraud protection includes an in-house team of experts, leading tech partnerships, and transparent product and operational strategies to minimize and protect against the risks of fraud for the long term.

Ad spending on mobile is projected to exceed all traditional media outlets (TV, print, radio, and more) combined by 2020. With brands increasingly focused on in-app, now is an especially important time to build trust and confidence. Recent research from Smaato’s anti-fraud partners shows that in-app advertising experienced 25% less fraudulent attempts than mobile web advertising in the second half of 2018. Meanwhile, Smaato experienced 40% fewer in-app fraud attempts compared to its peers, a result of market-leading protection.

“Our anti-fraud measures are effective, as Smaato’s ecosystem is quantifiably safer than other platforms,” said Georg Fiegen, COO at Smaato. “As happy as our partners are with those results, we’re committed to even further improvement in both the short and long term. By deploying the latest technologies and working with top vendors, our in-house team is empowered to identify and eliminate fraud as soon as it happens.”

About the Trustworthy Accountability Group

The Trustworthy Accountability Group (TAG) is the leading global certification program fighting criminal activity and increasing trust in the digital advertising industry. Created by the industry’s top trade organizations, TAG’s mission is to eliminate fraudulent traffic, combat malware, prevent Internet piracy, and promote greater transparency in digital advertising. TAG advances those initiatives by bringing companies across the digital advertising supply chain together to set the highest standards. TAG is the first and only registered Information Sharing and Analysis Organization (ISAO) for the digital advertising industry. For more information on TAG, please visit

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