Liz Duff

Liz Duff is a recognized figure in digital advertising quality and brand safety, leading media quality and standards initiatives at TAG (Trustworthy Accountability Group), the global industry body dedicated to fighting ad fraud, eliminating malware, and increasing transparency in the digital advertising supply chain. In her role, she works at the intersection of policy, technology, and industry collaboration, helping advertisers, agencies, publishers, and ad tech vendors align around certification programs and best practices that reduce invalid traffic and improve supply chain integrity. Duff has been instrumental in advancing TAG's certification and compliance frameworks in the UK and European markets, engaging with major industry stakeholders to drive adoption of anti-fraud standards. Her work bridges the technical and commercial sides of programmatic advertising, translating complex fraud and quality challenges into actionable standards that businesses can implement. She is a frequent voice at industry events on topics including ad fraud, brand safety, and supply chain transparency. With a background spanning media quality, digital advertising operations, and industry standards development, Duff brings a practitioner's perspective to her standards-setting role. She is known for her collaborative approach to building consensus across competing industry interests and her commitment to making the digital advertising ecosystem safer and more accountable for all participants.

• Leading TAG's media quality and standards programs across advertiser, agency, and technology provider communities
• Advancing adoption of TAG anti-fraud certification frameworks in UK and European markets
• Driving cross-industry collaboration on supply chain transparency and brand safety standards