TAG Fraud Benchmark Study - 2017


While digital advertising revenue reached $72.5 billion in 2016 in the U.S. market alone, the growth of this important industry has been hindered by the persistent challenge of fraud. By some estimates, brands will lose over $6.5 billion in 2017 due to invalid traffic (IVT) from bot fraud[1]

The 614 Group sought to measure the impact of the TAG Certified Against Fraud Program in lowering fraud across the digital advertising supply chain.

The study found that TAG Certified channels have a measured IVT rate of 1.48% across video and display inventory – an 83% reduction in IVT as compared to the general industry fraud rates. 

The 614 Group’s analysis in light of this research led it to recommend a number of important steps that marketers can take to ensure brand safety:

  • Lead the Charge: Designate a trained Brand Safety Officer to protect your brand from ad fraud and other criminal activity.
  • Communicate Your Commitment: Work with your agencies to establish a clear and consistent policy to measure fraud effectively.
  • Know Your Partners: Choose to work with TAG Certified Against Fraud partners.
  • Be Vigilant: Refuse to pay for fraud.

TAG Fraud Benchmark Study

Press Release

Webinar Presentation


[1] ANA/WhiteOps. “The Bot Baseline: Fraud in Digital Advertising 2017 Report.” May 2017. http://www.ana.net/content/show/id/botfraud-2017