Advertising fraud remains one of the biggest hurdles that the digital advertising industry has to overcome. And it shows little to no sign of disappearing any time soon, Interactive Advertising Bureau Europe (IAB) said when releasing its Guide to fight Ad Fraud to help drive media quality and effectiveness in the digital advertising industry.
The guide 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 tips for buyers and planners to prevent ad fraud.
”Brands in Europe are now spending around Euro 4.7 billion on digital advertising, and they want to know that this significant investment isn’t squandered”, IAB said.
”But with the World Federation of Advertisers (WFA) estimating that by 2021 over USD 50 billion 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.”
It has been a collaborative effort to produce the guide 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.
You can read the guide here.