TAG-certified channels see 84% less digital and mobile advertising fraud

Anne Freier

In Mobile Advertising. November 9, 2018

Digital advertising fraud was down 84% for Trustworthy Accountability Group (TAG)-certified channels according to new data published by The 614 Group. Based on measurements of 75 billion ad impressions in 2018 from five of the largest ad agency holding groups, the report found that invalid traffic rates were smaller than 2% in TAG-certified channels compared to the industry average.

Inventory types that were measured also included mobile web, in-app ads and video ads.

“There’s a saying in the technology industry that once can be lucky, but twice means you’re good,” said Mike Zaneis, CEO of TAG.

“By reducing fraud rates in TAG Certified channels to less than two percent for the second year in a row, TAG’s Certified Against Fraud Program has firmly established the success of its model to reduce invalid traffic and stop the flow of money to the criminals who profit from it. This study reinforces why TAG’s anti-fraud certification has become a baseline requirement for doing business in the digital ad supply chain, and we look forward to building on its success as we expand our programs globally.”

TAG provides a Certified Against Fraud Program which addresses invalid traffic types in the digital ad supply pool. Core of the programme form four anti-fraud tools including a payment ID system, a data centre IP list, a publisher sourcing disclosure requirement and an ads.txt specification.

Currently, 109 companies worldwide are TAG-certified against fraud, more than twice the 49 who achieved the certificate in 2017.