Industry Anti-Fraud Group CEO Out After Four Months

IAB's Mike Zaneis Replaces Linda Woolley

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The advertising industry's anti-fraud group is making a change at the top just four months after its founding.

Linda Woolley
Linda Woolley Credit: Image courtesy of IAB

Linda Woolley, the group's founding CEO, is being replaced by Mike Zaneis, the IAB's exec VP-public policy and general counsel. Mr. Zaneis will retain his position with the IAB. At some point, the group says it will look to replace Mr. Zaneis.

"We are grateful for Linda's leadership in helping TAG build a foundation as the leading cross-industry effort to address ad fraud, malware and IP piracy concerns," Mr. Zaneis said in a statement.

Ms. Woolley said in a statement that she is "pleased" Mr. Zaneis will be leading the group.

"We stood up the TAG program and announced a robust and innovative anti-piracy program," said Ms. Woolley, in a statement. "Work plans for addressing malware, fraud and other issues are in place, and they are ready to be operationalized. I'm pleased that Mike will provide a seamless transition in carrying on the work of TAG as it moves forward."

TAG stands for Trustworthy Accountability Group and is a joint effort between the Interactive Advertising Bureau, the American Association of Advertising Agencies and the Association of National Advertisers. The organizations committed a total of $1.5 million in funding to help found the group last year.

Ms. Woolley promised bad actors would be put in a "penalty box" in a speech last November, but as Ad Age noted last month, the penalty box remains empty and is unlikely to be occupied anytime soon.

In an interview last month, Ms Woolley said "we're making amazing progress."

The group also announced a 24-member board today. The board includes: Roger Adams, CMO, USAA; Dana Anderson, CMO, Mondelez International; Mark Baynes, CMO, KeurigGreen Mountain; Debra Berman, CMO, J.C. Penney; Eduardo Conrado, chief innovation officer, Motorola Solutions; Trevor Fellows, global head of media sales, Wall Street Journal; Nancy Hill, president-CEO, American Association of Advertising Agencies; David Fischer, VP of advertising and global operations, Facebook; Jack Haber, VP-global advertising and digital, Colgate-Palmolive; Scott Hagedorn, CEO, Annalect; Neil Johnston, exec VP-strategy and digital innovation, Cox Media Group; Bill Koenigsberg, president, CEO and founder, Horizon Media; Bob Liodice, president-CEO, Association of National Advertisers; Bob Lord, president, AOL; Neal Mohan, VP-display advertising products, Google; Rob Norman, chief digital officer global, GroupM; Marc Pritchard, global brand building officer, Procter & Gamble; Greg Raifman, president, Rubicon Project; Randall Rothenberg, president-CEO, Interactive Advertising Bureau; Tod Sacerdoti, CEO-Founder, Brightroll; Matt Seiler, global CEO, IPG Mediabrands; Vivek Shah, CEO, Ziff-Davis; Rishad Tobbacawalla, chief strategist, PublicisGroupe; and Deborah Wahl, CMO, McDonald's USA.

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