The Trustworthy Accountability Group (TAG), an advertising industry initiative to fight criminal activity in the digital advertising supply chain, today announced that Mike Zaneis will become the organization’s new President and CEO. Since March, Zaneis has been serving as the interim CEO for TAG, while also continuing in his role as Executive Vice President of Public Policy and General Counsel at the Interactive Advertising Bureau (IAB). Once a replacement for his position at IAB has been identified, Zaneis will step into the TAG role in a full-time capacity.
Created by the American Association of Advertising Agencies (4A’s), the Association of National Advertisers (ANA), and IAB, the TAG organization has been established to combat advertising fraud, ad-supported piracy, the proliferation of malware, and the lack of transparency in the digital supply chain.
The latest online trading tips, content sponsored by Charles Schwab.
“The issues that TAG meets head-on are critical to the continued growth and development of the $50 billion digital ad industry,” said Zaneis. “I look forward to taking on full-time leadership of this vital initiative, devoting my energies and attention to rooting out the criminal activity that is undermining trust in the interactive media and marketing arena.”
Mike Zaneis founded the IAB’s Public Policy office in January 2007 and, over the course of his tenure, has developed and managed the interactive advertising industry’s legislative, regulatory, and legal agenda. He also helped establish the Digital Advertising Alliance, the industry’s highly acclaimed consumer privacy self-regulatory program, having served as the organization’s first Chairman of the Board.
“TAG demands strong leadership at the helm – a CEO who has a deep understanding of the various stakeholders in the industry and the complex landscape to be navigated,” said Randall Rothenberg, President and CEO, IAB. “Mike’s experience at IAB in bringing together diverse interests to create impactful solutions makes him perfectly suited for this role. Mike’s skills have helped our industry bring together the right policy leadership, technology expertise, and best practices, and he is the ideal candidate to lead TAG’s efforts going forward.”
“The TAG compliance program is mission critical to the health of the digital marketplace,” said Nancy Hill, President and CEO, 4A’s. “We have confidence that Mike will guide this initiative with a laser focus on clearing the path of fraud, malware, and piracy to ensure a transparent supply chain and a thriving digital media and marketing economy.”
“Fraudulent activity will cost U.S. marketers at least $6.3 billion this year, so now is the time for strong leadership and deployment of effective solutions,” said Bob Liodice, President and CEO, ANA. “Mike provides that type of leadership, with his proven track-record in driving the digital advertising ecosystem ahead, and he also has insights into our current hurdles and the know-how to help us traverse them.”
Prior to joining IAB, Zaneis served as Executive Director of Technology and E-Commerce at the U.S. Chamber of Commerce, the world’s largest trade association. As the chief technology and telecommunications lobbyist, he oversaw issues affecting the business community pertaining to online and consumer privacy, data security, intellectual property, counterfeiting, piracy, telecommunications, and e-commerce. He received his bachelor degree from Michigan State University and both his Juris Doctor and Masters in Public Policy from Georgetown University. In addition, he currently serves as an adjunct professor for Georgetown University’s McCourt School of Public Policy.
About the Trustworthy Accountability Group
The Trustworthy Accountability Group was created to spur transformational improvement at scale across the digital advertising ecosystem, focusing on four core areas: eliminating fraudulent traffic, combating malware, fighting ad-supported Internet piracy to promote brand integrity, and promoting brand safety through greater transparency.