TAG, created by the American Association of Advertising Agencies, Association of National Advertisers, and the Interactive Advertising Bureau, is a global nonprofit initiative that seeks to build trust, increase transparency, and fight fraud in the digital advertising industry.

TAG currently has 52 members that have the Brand Safety Certified Seal applied globally, according to the organization. TAG also offers anti-fraud and anti-malware certifications.

NBCUniversal parent Comcast was one of the 112 founding members of the brand safety certified program in 2020. The program, which uses an industry-regulated framework to help reduce the risk of ad misplacement in digital media, has become a baseline requirement for some brands and ad-tech partners seeking greater control over campaigns’ suitability.