TAG study shines light on ad fraud battle

TAG study shines light on ad fraud battle

A new report has revealed how advertising through the Trustworthy Accountability Group’s certified channels drastically reduces online ad fraud.

The 614 Group partnered with GroupM, Omnicom Media Group and Publicis Groupe to assess the impact of using TAG channels across the world. The results show a 94 percent reduction in digital advertising fraud when compared to industry norms.

The report, which was produced on behalf of TAG to benchmark its impact, comes as companies achieving the TAG Certified Against Fraud Seal in Europe has more than tripled over the last two years.

“Past studies have shown that using TAG Certified distribution channels can reduce fraud rates to very low, predictable, and manageable levels, but a chain is only as strong as its weakest link, which is why we are so delighted by the broad adoption of TAG’s anti-fraud standards across Europe,” said Mike Zaneis, CEO of TAG.
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“In the last two years, the digital advertising supply chain in Europe has been forged into an interlocking barrier of TAG certifications against fraud, leaving criminals few gaps to exploit or holes in which to hide.”

The 614 Group study compared invalid traffic (IVT) rates in TAG Certified Channels against industry norms by measuring more than 43 billion ad impressions from January-December 2019 from three of the largest advertising agency holding companies across the United Kingdom, Germany, France, Italy, and the Netherlands.

The results found a “dramatic reduction” in fraud rates across European markets – to just 0.53 percent – when using TAG Certified Channels, as opposed to industry norms of 9.2 percent.

“This study helps our clients benchmark and contextualise the reduction in Invalid Traffic or ad fraud, when Omnicom Media Group works with companies that have adopted TAG’s rigorous standards to protect themselves, their partners, and the supply chain,” Saiful Ahmed, director, ad technology at Omnicom Media Group.

“We welcome being part of this study, as it provides valuable research data regarding the state and non-stop fight against ad fraud in Europe today.”

Helping drive European adoption of its anti-fraud program, TAG and the Joint Industry Committee for Web Standards (JICWEBS) have completed the process of aligning both programs behind TAG’s anti-fraud standards over the last year.

New requirements for the TAG Certified Against Fraud Program require all companies certifying in 2020 for Europe to undergo independent validation of their program compliance.

The full 2020 study can be found here.

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