2019 TAG Fraud Benchmark Study

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2019 FRAUD STUDY SHOWS 88% LESS FRAUD IN TAG CERTIFIED DISTRIBUTION CHANNELS, NOTABLE IMPROVEMENT OVER PRIOR YEAR

Based on more than 200 billion ad impressions from six of the largest ad agency holding companies, the study found that invalid traffic (IVT) rates in TAG Certified channels fell to 1.41 percent from 1.68 percent in the same prior year period, a 16 percent improvement. The 2019 fraud rate in TAG Certified channels was 88 percent lower than a blended benchmark of IVT rates from MRC accredited anti-fraud vendors.

Thus far, 137 companies around the world have achieved the TAG Certified Against Fraud Seal to date, an increase of 26 percent over the 109 who had earned the seal a year ago.

 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

 201 billion

 SIVT + GIVT Rate (TAG
 Channels Only)

 1.41 percent

 Overall Fraud Rate
 (Blended Benchmark)

 11.41 percent

 Reduction in Fraud

 88 percent

 Study Duration

 January - August 2019

 Data Examined

 Campaigns executed by six major advertising agency holding companies: Dentsu Aegis
 Network, Omnicom Media Group (Annalect), WPP (GroupM), Horizon Media, Interpublic
 Group (Kinesso), and Publicis Groupe

 

TAG Fraud Benchmark Study

Press Release