GroupM, Xaxis, Finecast and INCA all awarded TAG Brand Safety Certification 2.0 in the UK

The Trustworthy Accountability Group (TAG) works worldwide to connect industry leaders, analyse threats, and share best practices for encouraging consumer trust, whilst providing a robust brand safety certification to qualifying organisations.

London (21 March 2022) — GroupM, WPP’s media investment group, today announced that GroupM, Xaxis, Finecast and INCA in the U.K. have all been awarded the TAG Brand Safety Certification 2.0.

This certification means GroupM U.K., Finecast U.K., Xaxis U.K. and INCA U.K. passed an independent audit, which validates that their practices meet the highest industry brand safety standards and are fully compliant with the Brand Safety Certified Guidelines. This is a re-certification for GroupM U.K., Xaxis U.K. and INCA U.K., and Finecast U.K. has now been awarded this certification for the first time.

TAG is a leading global initiative seeking to increase trust in the digital advertising industry. It works to bring the industry together to significantly reduce the risk of misplacement of advertising in digital media, always looking to uphold brand safety and protect the integrity of digital advertising. TAG also produces industry guidelines across brand safety, fraud and malware.

Alex Thomas, Senior Brand Safety Manager at GroupM EMEA comments: “We are thrilled that GroupM U.K., Xaxis U.K. and INCA U.K. have again met the standards required to be re-certified and we’d also like to congratulate Finecast UK for receiving the TAG Brand Safety accolade for the first time. Brand safety is essential in building consumer and industry trust across digital advertising, and the TAG Brand Safety Certification ensures accountability and provides assurance that we are working hard to maintain and improve our brand safety within the digital advertising space.”

For more information on the TAG Brand Safety Certification, visit:

About GroupM

GroupM is the world’s leading media investment company responsible for more than $50B in annual media investment through agencies Mindshare, MediaCom, Wavemaker, Essence, and m/SIX, as well as the outcomes-driven programmatic audience company, Xaxis. GroupM’s portfolio includes Data & Technology (Choreograph), Investment, and Services, all united in the vision to shape the next era of media where advertising works better for people. By leveraging all the benefits of scale, the company innovates, differentiates, and generates sustained value for our clients wherever they do business. Discover more about GroupM at

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Amanda Stocking
U.K. Corporate Communications
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