TAG European Fraud Benchmark Study

EU study wide

The study compared invalid traffic (IVT) rates in TAG Certified Channels against industry norms by measuring approximately four billion ad impressions from January-August 2018 from three major advertising agency holding companies across the United Kingdom, Germany, France, Italy, and The Netherlands. The results found a dramatic reduction in fraud rates across European markets from an industry average of 8.99 percent to just .53 percent when using TAG Certified Channels.

Summary of European Fraud Benchmark Research

Countries Included

UK, France, Germany, Italy, The Netherlands

Study Period

January – December 2018

Inventory Type

Desktop display, desktop video, mobile web display, mobile web video

Types of Fraud Examined

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

SIVT + GIVT Rate (TAG Channels Only)

0.53 percent

Overall Fraud Rate (Blended Benchmark)

8.99 percent

Reduction in Fraud

94.1 percent

Agency Holding Companies Involved in Study

Annalect (Omnicom Media Group), GroupM, Publicis Media

Download "European Fraud Benchmark Study"

Read the Press Release