Conducted by The 614 Group, the analysis found a 0.41% percent rate for invalid traffic (IVT) when advertisers used TAG Certified distribution channels in which multiple companies have achieved the TAG Certified Against Fraud Seal.
“There is no magic bullet in the war on ad fraud, but setting high standards for participants across the supply chain has been proven to keep fraud rates predictable, manageable, and low,” said Nick Stringer, VP Global Engagement and Operations. “When advertisers, agencies, and their partners require TAG certification from their counterparties, it closes the gaps that criminals use to commit fraud and ensures that advertising spend goes where it is intended.”
The 614 Group study compared invalid traffic (IVT) rates in TAG Certified Channels against industry norms by measuring more than 99.7 billion ad impressions from January to December 2020 from three of the largest advertising agency holding companies across Australia, Cambodia, India, Indonesia, Japan, Myanmar, New Zealand, Singapore, Thailand, and Vietnam.
|Countries||Australia, India, Indonesia, Japan, New Zealand, and Singapore||
India, Japan, New Zealand, Australia, Singapore, Indonesia, Cambodia, Myanmar, Thailand and Vietnam
|Types of Fraud Examined||
|SIVT and GIVT Rate (TAG Channels Only)||0.82%||0.41%|
|Impressions measured||3.2 billion||99.7 billion|
|Agency Holding Companies Involved in Study||