Pinterest has received brand safety certification from the Trustworthy Accountability Group (TAG), a global certification body that aims to fight criminal activity and protect brand safety in digital advertising.
Now, Pinterest is part of a select group of media players who share the objective of creating a positive environment for brands and advertisers with enhanced brand safety. The TAG status extends to APAC, Europe, Latin America and North America.
"By achieving TAG Brand Safety Certified status, Pinterest has demonstrated its commitment to protecting its partners and users by adopting industry best practices against inappropriate ad placement and other brand safety threats, TAG is delighted that Pinterest has joined this growing global initiative, and we look forward to working together to further expand the program and create a safer and more trustworthy advertising ecosystem", says Mike Zaneis, CEO, TAG.
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In order to achieve TAG Certified status, Pinterest worked with third-party auditors to validate the practices. The auditor reviewed and confirmed the following:
- All of the new and updated digital advertising agreements adhere to TAG's Brand Safety Principles
- 100% of the monetizable transactions are reviewed through the use of inclusion and exclusion lists, as defined in our digital advertising agreements
- Pinterest's specific policies and procedures to minimize the risk of ad misplacement are clearly documented. This could include staff, tools, and/or technology used to review and flag content as brand safe. It could also include identifying and operationalizing technology and procedures used for the creation of inclusion and exclusion lists to verify content as brand safe
- Pinterest has a designated TAG compliance officer, and the platform attends Brand Safety Certified training annually.
To maintain the accreditation, Pinterest will undergo an annual audit and ensure continued adherence to the TAG requirements, and will also continue to implement any new requirements defined by TAG. The platform mentions TAG accreditation is the next chapter in Pinterest’s brand safety story.