2018 TAG Fraud Benchmark Study

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The 614 Group today released an updated analysis by The 614 Group showing a reduction in fraud of more than 84 percent in TAG Certified distribution channels vs. the broader industry average.

The analysis measured more than 75 billion ad impressions in 2018 from five of the largest ad agency holding companies, and it found that invalid traffic (IVT) rates were held to less than two percent in TAG Certified channels for the second year in a row. The 614 Group expanded its analysis from 2017 to include Sophisticated Invalid Traffic (SIVT) and a broader range of inventory types, including billions of video, mobile web, and in-app ads.

“There’s a saying in the technology industry that once can be lucky, but twice means you’re good,” said Mike Zaneis, CEO of TAG. “By reducing fraud rates in TAG Certified channels to less than two percent for the second year in a row, TAG’s Certified Against Fraud Program has firmly established the success of its model to reduce invalid traffic and stop the flow of money to the criminals who profit from it. This study reinforces why TAG’s anti-fraud certification has become a baseline requirement for doing business in the digital ad supply chain, and we look forward to building on its success as we expand our programs globally.”

 Inventory Type

 Desktop display, desktop video, mobile web display, mobile web video,
 in-app display, in-app video

 Types of Fraud
 Examined

 General Invalid Traffic (GIVT), Sophisticated Invalid Traffic (SIVT)

 Volume of
 Impressions Examined

 75 billion (including traffic from the world’s largest media companies)

 SIVT + GIVT Rate (TAG
 Channels Only)

 1.68 percent

 Overall Fraud Rate
 (Blended Benchmark)

 10.43 percent

 Reduction in Fraud

 84 percent

 Study Duration

 January - August 2018

 Data Examined

 Campaigns executed by major advertising agency holding companies:
 Annalect (Omnicom Media Group), GroupM, Horizon Media, IPG
 Mediabrands, and Publicis Media

 

TAG Fraud Benchmark Study

Press Release