The European ad industry’s anti-fraud programmes prevented €3.45bn in potential Invalid Traffic (IVT) losses in 2023, a new study finds – and savings of a further €1bn are possible.
Key stats
- The 2025 European Ad Fraud Savings Report from TAG (Trustworthy Accountability Group) says that the industry would have lost €5bn to IVT in 2023 without current anti-fraud standards and programmes.
- Thanks to the broad implementation of anti-fraud standards, the industry’s losses due to IVT across all channels were 69% lower than potential unfiltered losses at just €1.558bn.
- With three-quarters (76%) of European ad spend going through channels with TAG protections in 2023, the rate of IVT loss was held to just €368m – a nominal 1% of the total ad spend through those channels.
- The report also calculates that advertisers could unlock an additional €1.075bn in annual savings if they extended the industry’s current anti-fraud standards across the remaining 24% of spend that is currently unprotected.
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