From 2019 to 2021, TAG TrustNet ran an extensive industry pilot with major brands, including Unilever, Johnson & Johnson, Nestlé, O2/Telefonica, Santander, McDonalds; the larger agency trading groups WPP, Publicis, OMG, Havas, IPG, Dentsu; and 40 technology vendors and publishers.

Mindshare
OMD
Nestle
Unilever
AdForm
Oracle
GumGum
Football365
Havas
Manning Gottlieb OMD
McDonalds
Telefonica
Xander
IAS
Netmums
Planet Football
Zenith
Dentsu
Virgin
Santander
Magnite
Flash Talking
Immediate Media
Planet F1

Participants in the Pilot

7
Advertisers
7
Agencies
7
AdServers
3
DSPs
4
CV
3
SSPs
+10
Publishers
22
Months
62
Integrations
24
Campaigns
325
Placements
660M
Impressions
$9.5M
Ad-spend

Impression Match Rate +95%

TAG TrustNet achieve deterministic match rates between impression log-file data sets of +95% and reduced the unknown delta to a marginal amount. The analysis of the reconciled data provided the following results:

61%

Ad-spend Breakdown

39% of the ad-spend went to delivery costs and 61% to media
26%

Ad-spend Productivity

26% of programmatic ad-spend could be spent more efficiently by improving cost efficiency (10%) and advertising effectiveness (16%)
success-metrics

J&J and J3 are excited to be supporting the potentially ground-breaking TAG TrustNet pilot, helping lay down the foundations to a more transparent programmatic ecosystem. Only together as a cross-industry consortium can we truly solve this problem, and it’s great to see so many partners willing to take part.

 

Simon Reip, Head of Digital J3 UM for Johnson & Johnson

To find out more about TAG TrustNet and how to get involved, please get in touch.
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