Dive Brief: 

• IAB's new anti-fraud group Trustworthy Accountability Group has named Linda Woolley as the president-CEO and she is making ad fraud a priority. 
• Woolley proposes that TAG put bad actors in a "penalty box" and expose them publicly for fraudulent behavior. 
• In addition, those on good behavior would receive a seal of approval from TAG—in hopes that the dollars would start to flow towards anti-fraud behavior. 

Dive Insight: 

Part of the ad-fraud problem is the dollars keep going to those who are on bad behavior. Exposing fraudsters publicly would certainly redirect the revenue flow to others— most likely those that have received the TAG seal of approval. It's clear the ad industry needs a Better Business Bureau-like initiative that can track the good and bad actors in the industry, and maybe Woolley will be the one to implement such a plan.