TAG's tips for tackling ad fraud

The Trustworthy Accountability Group (TAG), an industry alliance that tackles failings in the digital marketing ecosystem, has successfully developed an approach that can help reduce fraud.

Following digital-advertising best practices can reduce "invalid traffic" – a term describing fraud levels in the supply chain – by 83%.

That was the headline finding from research commissioned by the Trustworthy Accountability Group (TAG), an industry group founded by the Association of National Advertisers (ANA), 4A's (American Association of Advertising Agencies) and Interactive Advertising Bureau (IAB) to tackle issues like fraud, malware, piracy and transparency problems.

More specifically, the "TAG Fraud Benchmark Study" undertaken by The 614 Group, a digital-advertising consultancy, drew on:

  • 6.5 billion impressions generated between July 1st and October 31st 2017;
  • campaigns executed for clients by...

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