IAB Europe Releases Guide to Ad Fraud Authored by Industry Leaders from Across Europe
IAB Europe, the leading European-level industry association for the digital advertising and marketing ecosystem, has today released its ‘Guide to Ad Fraud’, to help drive media quality and effectiveness in the digital advertising industry.
This guide has been developed by experts from IAB Europe’s Quality and Transparency Taskforce (a part of the Brand Advertising Committee). It defines specific types of fraud in digital advertising and outlines how verification companies work to combat new and emerging types of ad fraud across all channels. It also provides top tips for buyers and planners to prevent Ad Fraud in their next campaigns and serves as a call for action to the industry to follow best practices to tackle ad fraud.
Brands in Europe are now spending around €4.7bn (£4.2bn) on digital advertising, and they want to know that this significant investment isn’t squandered. But with the World Federation of Advertisers (WFA) estimating that by 2025 over $50bn (£45.1bn) will be wasted annually on Ad Fraud, it is vital for all stakeholders to ensure they have the right preventive measures in place. A key part of the guide therefore focuses on the importance of rapid detection, which includes the stages of ad fraud detection that companies should follow. Commenting on the importance of Ad Fraud detection, Diana Romero, Manager, Digital Standards and Partnerships, at Publicis Media Exchange said “Publicis Media agrees with and supports the industry’s best practices to prevent Ad Fraud, which mandate that marketers should work with at least one verification provider and TAG-accredited partners; take advantage of tools like ads.txt and app-ads.txt; and stay up-to-date on potential threats in new channels that may not be addressed yet by verification providers.” It has been a collaborative effort to produce this European-level guide for Ad Fraud, with contributors including Integral Ad Science (IAS), DoubleVerify, Oracle Data Cloud, Group M, Pubmatic, and Publicis Media. Agora S.A also contributed their knowledge on behalf of IAB Poland.
The guide can be downloaded here