The pilot, which was launched by JICWEBS last year, prior to its merger with TAG, included participants from major brands like Nestlé, Telefonica/O2, McDonald’s, Virgin Media and Johnson & Johnson; agencies like GroupM, Havas, IPG, Mindshare, OMD, and Zenith; and more than 15 prominent ad tech providers and publishers spanning nearly every segment of the supply chain. TAG partnered with London-based tech business FIDUCIA for the pilot, which ran from July 2019 to July 2020 and included 20 data...