Digital advertising fraud due to invalid traffic was reduced by more than 84% in Trustworthy Accountability Group (TAG) channels this year, compared to the standard from the industry.
This is revealed in the Group's latest annual report 614, a follow-up to the first analysis published in 2003 by last year, which revealed a similar reduction of 83%.
This year's report analyzed 75 billion advertising impressions for the first seven months of 2018 from five of the largest advertising agency portfolio companies: Annalect (Omnicom Media Group), GroupM, Horizon Media, IPG Mediabrands and Publicis Media.
The invalid traffic rates in TAG certified channels were less than 2%, about the same as last year. However, this year's report added SIVT (sophisticated and invalid traffic) to last year's General Invalid Traffic (GIVT), as well as more types of ads, including video ads. Mobile web and in-app, as well as a web view. SIVT requires more advanced analysis to identify.
The rate of SIVT + GIVT in TAG channels this year was 1.68%, while it is usually 10.43%, which creates a reduction of 84%.
The certification and the seal TAG. In TAG-certified channels, all participants received the TAG – agencies, buyer-side platform, vendor-side platform and / or publisher seal. The traffic measurements were made by Moat, DoubleVerify and Integral Ad Science, also TAG certified.
When the last report was released in December 2017, 49 companies were awarded the TAG seal. Now there are 109.
TAG's Certified Anti-Fraud Program which provides certification, was launched in 2016 to combat invalid traffic. Companies that comply with TAG guidelines receive the Certified Fraud seal. The guidelines include publisher supply disclosure requirements, in which publishers indicate how they will disclose the traffic they obtain through paid sources.
The TAG tools to help businesses comply with the guidelines include a payment identification system that tracks a chain of custody for digital ad transactions, an IP list of data centers with Common IP addresses with incorrect traffic, and the Ads.txt specs, which provides a public registry of authorized sellers of a specific public inventory.
About TAG. "There is a saying in the technology sector that can be lucky but that means" twice that we are good, "TAG CEO Mike Zaneis said in a statement. TAG Certified channel fraud at less than 2% for the second year in a row, TAG 's Certified Anti – Fraud program has clearly established the success of its model aimed at reducing invalid traffic and stopping the tide. money to the criminals who profit from it. "
TAG was established in 2015 by the American Association of Advertising Agencies, the Association of National Advertisers and the Bureau of Interactive Advertising to "eliminate fraudulent traffic, combat malware, prevent piracy on the Internet and promote greater transparency in digital advertising ".
Why this is important for marketers. Invalid traffic includes impressions or clicks that do not originate from actual users, but are artificially generated by robots, paid viewers, or publishers themselves.
This is one of the many frauds that cost the digital advertising industry billions each year, and the certified chains that reduce the REIT are making a large contribution to reducing this part of the global problem.
This story was first published on MarTech Today. For more information on marketing technology, click here.
About the author
Barry Levine covers marketing technology for Third Door Media. Previously, he covered this space as a senior editor for VentureBeat, and he wrote on these technical topics, among others, for publications such as CMSWire and NewsFactor. He founded and managed the website / unit of PBS Thirteen / WNET; worked as a Senior Producer / Writer Online for Viacom; created a successful interactive game, PLAY IT BY EAR: The first CD game; founded and directed an independent film, CENTER SCREEN, based at Harvard and M.I.T .; and served for five years as a consultant to the M.I.T. Media Lab. You can find it on LinkedIn and Twitter on xBarryLevine.