The Drum article
April 26, 2022

Washington, DC & London, UK – 26 April 2022 – The Trustworthy Accountability Group (TAG), an advertising industry self-regulatory organisation aimed at fighting criminal activity and strengthening brand safety in the digital advertising supply chain, today released the first annual report for TAG’s Project Brand Integrity (PBI), an initiative established to protect advertisers from negative brand association by alerting them when their ads run on pirate sites in Europe.

The report found that direct outreach by PBI prompted a large majority of advertisers (79%) to reduce their ad impressions on pirate sites, with nearly half of that group (43%) ending nearly all ads on such sites. Among the brands that reduced their ads, there was an overall reduction of advertising on pirate sites by nearly two-thirds (66%).

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