Linda Woolley named head of anti-fraud program TAG

The American Association of Advertising Agencies (4As), the Interactive Advertising Bureau (IAB) and the Association of National Advertisers (ANA) have appointed Linda Woolley as president and chief executive of joint initiative TAG.

Woolley, formerly chief executive and president of the Direct Marketing Association will lead the programme, which was established to help fight digital advertising fraud, advertising-supported piracy and other digital communications criminality and was formerly known as the Trustworthy Digital Supply Chain Initiative.

Commented Woolley: "Establishing a trustworthy digital supply chain – and rooting out fraud – is one of the most important things we can be doing right now," while discussing the honour she felt in taking on the role.

"An effort of TAG's magnitude needs strong and insightful leadership – the kind of leadership Linda has long demonstrated," stated Randall Rothenberg, president and chief executive of IAB. “She has the ability to bring people together and get results. She also is not afraid to take bold steps to fix problems. We are thrilled she agreed to create and run TAG."

Meanwhile, the IAB has also released a platform for industry comment to help it raise the standard of programmatic selling.

OpenDirect, a working group originally developed to include representatives from AOL, Microsoft, Yahoo and Yieldex before being extended to include senior representation from MediaMath and Bionic Advertising Systems.

The public comment period will run until 3 December before an IAB taskforce evaluates the comments and releases a final version.

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