Google and The Trade Desk have opted not to renew their certifications with the Trusted Accountability Group. The group was established in 2015 to combat digital ad fraud and promote brand safety online.

Google previously held three of the four available certifications from the group and chose not to renew them this year. The company confirmed non-renewal after a strategic review of third-party certification coverage, deciding to uphold accreditations from the Media Rating Council.

A Google spokesperson stated, "We continue to prioritize our work with industry organizations to develop and champion standards that address challenges, such as ad fraud and brand safety." Both companies remain members of the group. The Trade Desk chose not to reapply for 2026 certification, having previously held all four. It determined its internal standards exceeded some organizational requirements.

Procter & Gamble confirmed it no longer requires digital ad partners to maintain certification against fraud. In 2017, P&G chief brand officer Marc Pritchard stated the company would not work with partners lacking the Certified Against Fraud seal. A company spokesperson stated, "P&G encourages TAG certification, but we do not contractually require it. P&G has high standards for all media partners to prevent ad fraud and protect brand safety."

Trusted Accountability Group CEO Mike Zaneis stated, "They continue to drive a lot of companies to TAG to be compliant." EY audits on behalf of the Media Rating Council found many requirements from the council and the group overlap. Zaneis acknowledged the organization's audits are not as thorough as financial-style audits and cost less than $250,000.