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Companies can now be certified against reducing online ad fraud

JICWEBS – the independent body that defines best practice and standards for online ad trading in the UK – has announced the next stage in the move to tackle online ad fraud.


Companies – such as publishers, agencies and ad tech providers – can now sign-up to be reviewed through independent audit to verify their processes reduce the risk of fraudulent ads being served. Those successfully demonstrating that their processes apply JICWEBS’ anti-fraud Good Practice Principles will receive a certification seal. The first ones are expected to be issued in Q4 as planned.

“This is a real opportunity for companies to back up the talk by showing they’re actively committed to reducing the risk of online ad fraud across our industry,” said JICWEBS’ Chairman Richard Foan. “Being industry-certified (by an independent party) that their processes reduce the risk of fraud will make them a more attractive and trusted proposition to advertisers.”

The independent third-party companies handling the verification process include ABC and BPA Worldwide.

Keith Moor, Santander’s chief marketing officer, said: “Advertisers’ need to have greater trust in digital media is well served by this important foundation initiative from JICWEBS and it’s one that we fully support. As a member of JICWEBS’ UK Cross-Industry Anti-Fraud Commercial Working Group, Santander has been working with other advertisers and our digital media partners to reduce the risk of exposure to ad fraud. We look forward to trading with trusted, certified companies that deliver improved transparency and can demonstrate how they protect our digital investment.”

Bethan Crockett, GroupM’s digital risk director, said: “JICWEBS’ industry-owned status, along with its focus on working with partners to deliver global standards for local markets, is fully supported by GroupM. We’ll continue to be part of JICWEBS anti-fraud group as this important initiative delivers the increased trust our clients demand.”

Says Nigel Gwilliam, IPA Consultant Head of Media and Emerging Technology, “Tackling ad fraud is an absolute priority for the IPA and its members. With our industry partners via JICWEBs we now have in place a framework that allows online advertising companies to step up and have their anti fraud processes audited. In return, they will receive an industry-certified seal that will be synonymous with professionalism and trustworthiness."

Companies interested in having their anti-fraud processes verified can find out more on this page at

It’s anticipated that ad verification suppliers providing solutions that aim to detect and reduce fraud will be able to sign-up for independent review in Q4 2016.

Last updated 24/08/2016

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