Eliminate Fraudulent Traffic
Advertisers expect their content will be viewed by legitimate consumers with the potential to buy their products and services. However, criminal organizations have attacked the digital ad ecosystem with malware and other methods that generate invalid traffic and defraud legitimate participants in the supply chain. As a result, advertisers may end up paying a material portion of their campaign dollars to criminals who generate ad impressions that are never seen by legitimate consumers. The 2019 ANA / White Ops Bot Fraud study estimated that advertisers lost $5.8 billion that year globally to bot-generated, invalid traffic (IVT).
TAG launched its Certified Against Fraud Program in 2016 to combat invalid traffic in the digital advertising supply chain. Companies that are shown to abide by the Certified Against Fraud Guidelines receive the Certified Against Fraud Seal and use the seal to publicly communicate their commitment to combating fraud.
By encouraging legitimate participants in the digital advertising supply chain to meet these standards, the TAG Certified Against Fraud Program has been shown to be an effective tool in reducing fraudulent invalid traffic in the digital advertising supply chain. The 2019 TAG Fraud Benchmark Study, conducted by The 614 Group, found that the use of TAG Certified distribution channels for digital advertising cut the IVT rate to 1.41 percent across more than 201 billion display, video and mobile impressions, reducing the level of fraud by more than 88% compared to the broader industry average.
The TAG Anti-Fraud Working Group developed and maintains the Certified Against Fraud Guidelines, as well as a TAG’s suite of anti-fraud tools suite of anti-fraud tools to aid in compliance with those guidelines.