Opera Ads announced on December 5, 2024, that it has achieved TAG Platinum status, marking its compliance with the highest industry benchmarks for fraud prevention, malware protection, and brand safety. The certification comes from the Trustworthy Accountability Group (TAG), establishing Opera Ads as one of only 34 organizations worldwide to hold this designation.
The announcement arrives at a time when digital advertising faces increasing security challenges. According to a survey conducted by the Brand Safety Institute, 93% of U.S. consumers would reduce spending on advertised products if ads infected their devices with malware, with 73% indicating they would completely cease purchasing such products.
TAG's certification process requires organizations to meet stringent criteria across multiple security domains. According to TAG's 2019 Fraud Benchmark Study, conducted by The 614 Group, the implementation of TAG Certified distribution channels resulted in a significant reduction in invalid traffic (IVT) rates to 1.41% across more than 201 billion display, video, and mobile impressions. This represents an 88% decrease compared to broader industry averages.
For Opera Ads, the platform operated by the NASDAQ-listed browser company Opera [OPRA], the Platinum status achievement required successful completion of three distinct certifications: Brand Safety Certified, Certified Against Fraud, and the newly acquired Certified Against Malware seal. These certifications encompass the platform's entire product suite, including its demand-side platform (DSP), Premium Placements, and Opera Audience Solutions.
The certification process involved extensive third-party audits of Opera Ads' security infrastructure and operational procedures. Specific technical requirements included implementing TAG's prescribed best practices for creative scanning, establishing robust filtration tools, and maintaining thorough incident review protocols.
Marcio de Barros, VP of Adtech at Opera, provided technical context: "The certification validates our implementation of comprehensive scanning mechanisms for creative content, robust filtration systems, and incident review processes that protect both our partners' investments and our users' security."
Mike Zaneis, CEO at TAG, elaborated on the certification's significance: "The Platinum designation recognizes companies that have implemented all necessary technical safeguards against fraud, malware, piracy, and transparency issues in their digital advertising operations."
TAG's certification framework, established in 2014, has seen significant industry adoption. The Certified Against Malware program alone experienced 44% growth in certified companies over the past year, making it TAG's fastest-expanding certification initiative.
The achievement positions Opera Ads within a select group of organizations that have successfully implemented TAG's complete set of security protocols. Currently, TAG maintains over 700 member companies, including major brands, agencies, publishers, and ad tech providers, making it the digital advertising industry's only Information Sharing and Analysis Organization (ISAO).
The certification process evaluated Opera Ads' technical capabilities across several key areas:
- Implementation of malware scanning systems for creative content
- Development and maintenance of filtration tools for invalid traffic
- Establishment of incident review and response procedures
- Integration of brand safety protocols across advertising channels
- Application of transparency measures in advertising operations
This development comes as part of broader industry efforts to enhance security in digital advertising. TAG's certification programs have demonstrated measurable impact in reducing fraudulent activity, with certified channels showing significantly lower rates of invalid traffic compared to non-certified alternatives.
Opera Ads' certification covers its complete technological infrastructure, including its demand-side platform, supply-side platform, and Premium Ad Solutions. These components work together to deliver advertising services while maintaining the newly certified security standards.
The TAG Platinum status requires ongoing compliance with established security protocols, ensuring that certified organizations maintain their security standards over time. This includes regular audits and updates to security measures as new threats emerge in the digital advertising landscape.