November 3, 2014 Last Updated 9:38 am

Linda Woolley named president and CEO of TAG, the joint marketing-media industry anti-fraud program

Woolley was a member of the Advertising Self-Regulatory Council’s board of directors from 2012 to 2014

Press Release:

NEW YORK, NY – November 3, 2014 — The American Association of Advertising Agencies (4A’s), Association of National Advertisers (ANA), and Interactive Advertising Bureau (IAB) announced today that Linda Woolley has been named president and CEO of TAG, the joint marketing-media industry program to eradicate digital advertising fraud, malware, ad-supported piracy, and other deficiencies in the digital communications supply chain.

Formerly known as the Trustworthy Digital Supply Chain Initiative, TAG is a first-of-its-kind cross-industry accountability program to create transparency in the business relationships and transactions that undergird the digital ad industry, while continuing to enable the astonishing levels of innovation that have propelled digital advertising into the largest ad medium in the United States. The IAB, ANA, and 4A’s announced their joint plans to create the new collective organization at the IAB MIXX Conference in September 2014. The group will operationalize principles around these critical issues, monitor the ecosystem for compliance, and develop incentives for broad industry participation and consequences for untrustworthy actors.

“An effort of TAG’s magnitude needs strong and insightful leadership – the kind of leadership Linda has long demonstrated,” said Randall Rothenberg, President and CEO, 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.”

Woolley was a member of the Advertising Self-Regulatory Council’s board of directors from 2012 to 2014. Her extensive leadership experience includes nearly six years in executive roles at the Direct Marketing Association (DMA), where she most recently served as CEO & President, and before that as head of the association’s public policy office in Washington. Prior to that, Woolley spent more than 30 years in public affairs, government relations and policy via her own firm, LegisLaw Consulting, as well as ITT Industries, the U.S. Chamber of Commerce and the U.S. House of Representatives Subcommittee on Health & the Environment. She holds a bachelor’s degree in government from Hamilton College, Clinton, N.Y., and a juris doctorate from American University’s Washington College of Law.

“We are so lucky to have Linda spearheading TAG,” said Nancy Hill, President and CEO, 4A’s. “She is an experienced CEO, entrepreneur and lawyer, and she understands the digital ecosystem – making her perfect for the job.”

“Fraud in the online advertising space is a long-standing problem, and the time is now to solve it,” said Bob Liodice, President and CEO, ANA. “Linda’s experience with creating powerful self-regulatory groups, particularly the Digital Advertising Alliance, is just the right experience to build TAG and tackle the fraud problem.”

TAG is being created with the intent to spur an industry-wide change in behavior at an unprecedented scale, focusing on four core areas: eliminating fraudulent traffic, combating malware, fighting ad-supported Internet piracy, and promoting brand safety through greater transparency.

“Establishing a trustworthy digital supply chain – and rooting out fraud – is one of the most important things we can be doing right now,” said Woolley. “The CEOs of IAB, ANA, and the 4A’s have shown remarkable leadership and foresight to create TAG. I am honored to be working with them on this groundbreaking project.”

For more information on the new cross-industry compliance organization, please visit iab.net/trustworthy_supply_chain.

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