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Pinterest received brand safety certification from the Trustworthy Accountability Group, a global certification body that aims to fight criminal activity and protect brand safety in digital advertising.
The TAG status extends to the Asia-Pacific region, Europe, Latin America and North America.
Pinterest said it took the following steps to achieve TAG Brand Safety Certified status, all of which were reviewed and confirmed by third-party auditors:
- All new and updated digital advertising agreements adhere to TAG’s Brand Safety Principles.
- 100% of monetizable transactions are reviewed through the use of inclusion and exclusion lists, as defined in the company’s digital advertising agreements.
- Specific policies and procedures to minimize the risk of ad misplacement are clearly documented, which could include staff, tools and/or technology used to review and flag content as brand safe, as well as identifying and operationalizing technology and procedures used for the creation of inclusion and exclusion lists to verify content as brand safe.
- The company has a designated TAG compliance officer and attends Brand Safety Certified training annually.
Pinterest chief revenue officer Jon Kaplan said in a blog post, “TAG accreditation is the next, right chapter in Pinterest’s brand safety story. Over the past year, we’ve been more outspoken than ever about our ongoing commitment to consumer and brand safety. Toward the end of 2020, we joined GARM (the Global Alliance for Responsible Media), and earlier this year, we published our expanded transparency report. You can also explore our dedicated Brand Safety Hub that outlines our multiyear efforts to make Pinterest a safer and more inspiring place on the internet.”
TAG CEO Mike Zaneis added, “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.”
