TAG Fraud Snapshot: United Kingdom

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London, UK – 7 May 2020 – The Trustworthy Accountability Group (TAG), a self-regulatory advertising industry initiative to fight criminal activity in the digital advertising supply chain, today released a snapshot of ad fraud in the United Kingdom, showing dramatically lower  Invalid Traffic (IVT) rates in TAG Certified Channels in the UK when compared with UK industry averages.

Conducted by The 614 Group, the analysis found a 76 percent overall reduction in IVT when advertisers chose to buy through TAG Certified Channels, in which a campaign runs through multiple companies that have achieved the TAG Certified Against Fraud Seal.

“Criminals thrive in times of confusion and uncertainty, and the current COVID-19 crisis has created an ideal climate for ad fraud, which is why it is critical for the UK ad industry to strengthen its rigorous anti-fraud standards across all parts of the supply chain,” said Mike Zaneis, CEO of TAG. “Strong and consistent cross-industry standards are the secret to tackling ad fraud, and it is heartening to watch companies in the UK align their efforts behind TAG’s programmes. We have made tremendous strides as an industry in tackling ad fraud in the UK, and we hope and expect to see continued progress in the years ahead.”



2020 TAG UK Fraud Snapshot

Inventory Type

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

Types of Fraud Examined

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

SIVT + GIVT Rate (TAG Channels Only)

0.63 percent

Overall Fraud Rate (Blended Benchmark)

2.63 percent

Reduction in Fraud

93 percent

Agency Holding Companies Involved in Study

Omnicom Media Group

Publicis Media


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