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As Amazon Advertising grows, it's important for the company to prove it will protect brands and consumers. The impact of digital ad fraud is great, however, measuring it can be difficult according to eMarketer. Its most recent estimate ranges from $6.5 billion to $19 billion. We believe Amazon Advertising is taking the right steps by earning the Trustworthy Accountability Group (TAG) Certified Against Fraud Seal. Continue reading to learn more about Amazon Advertising’s TAG certification and for a look into the future of its place in the industry.

What is TAG?

The TAG program launched when digital advertising became a go-to strategy for marketers. Many companies focus on transparency and integrity. But it isn’t always clear which companies are legitimate and which only make this claim. As a result, TAG formulated the Certified Against Fraud Guidelines, and companies that follow them can earn a Certified Against Fraud Seal. This seal is a way to differentiate companies and identify those that can be trusted.

Why Does it Matter? 

Before Amazon Advertising earned the TAG Certified Against Fraud Seal, advertisers couldn’t be sure if their investment was protected against invalid traffic (IVT). Google’s definition of invalid traffic is, “any activity that doesn't come from a real user with genuine interest. It can include accidental clicks caused by intrusive ad implementations, fraudulent clicking by competing advertisers, advertising botnets and more.”

Now that Amazon Advertising has this seal, it has become an even stronger player in the digital advertising triopoly of Google, Facebook, and Amazon. 

Marketplace Strategy’s POV

Like we touched on, Amazon Advertising is in the position to continue to solidify itself as an industry leader. Amazon itself is one of the most trusted tech companies. So, Amazon Advertising must follow suit in making sure it’s establishing credibility and gaining trust. 

By earning the TAG Certified Against Fraud Seal, Amazon Advertising not only proves its commitment to fighting fraud but also to protecting the consumer. While programs like Project Zero and Amazon Transparency are centered around helping brands, they’re also crucial in maintaining a positive consumer experience. 

Amazon Advertising is taking additional steps to ensure its path to becoming the industry leader is successful. Other examples include its Find-a-Partner Directory and extending its strategy to IMDb.

We look forward to what the future holds for Amazon Advertising. In the meantime, we expect continued growth and adoption by brands and retailers. 

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