This makes Pinterest the first platform to receive brand safety certification from the Trustworthy Accountability Group (TAG) in recognition of efforts and strides toward eliminating criminality online. This is a fair opportunity not only for a great success on the part of Pinterest but also as a very positive signal for brands that advertise on the platform, or who might consider advertising on this platform in the future.

Mike Zaneis, TAG CEO, marks:

"By achieving TAG Brand Safety Certified status, Pinterest has committed itself to protecting its partners and users with industry best practices against inappropriate ad placement and other brand safety threats,",
In order to reach the "TAG Brand Safety Certified" status that spans APAC, Europe, Latin America, and North America, Pinterest had to meet a series of rigorous standards:

All digital advertising deals are aligned with TAG's Brand Safety Principles.

100% of its monetizable transactions on the service are screened using "inclusion and exclusion lists", as outlined in its digital advertising deals.

Clear documentation of policies and procedures that will minimize ad misplacement, including everything from the staff, tools, and technology used for reviewing and flagging content to the processes and procedures used to identify inclusion and exclusion lists for the verification of content as brand safe.

The brand has a TAG compliance officer who attends TAG annual training.

Towards the end of 2020, Pinterest joined the Global Alliance for Responsible Media and has advocated more for brand and consumer safety. The company also launched a specific Brand Safety Hub that details the platform's multi-year efforts toward making Pinterest a safe place for brands. No wonder 91% of people say they see Pinterest as a positive place. In the words of Pinterest, "you can't feel inspired without feeling safe first.".

This means that brands can approach the platform with more confidence because they are looking for a trusted space where their business can be marketed. Even without this certificate, Pinterest is still an influential social network for brands because 2 out of 3 people admit that they come to Pinterest to find new products and services that they trust.

Interesting what steps Pinterest will take next regarding its transparency and safety, but for now, this certification gives Pinterest the crown over other platforms.