IPA welcomes next stage in fight to tackle online ad fraud
Companies that provide anti-fraud products can now sign-up with JICWEBS for an independent audit from ABC to verify how they reduce the risk of fraudulent ads being served. Those successfully demonstrating how their products deal with 16 different sources of fraud listed in JICWEBS’ taxonomy of online fraud will receive certification.
This certification scheme for anti-fraud products complements the scheme already in place for companies within the ad supply chain itself, such as ad tech providers, trading desks, ad networks and media owners. The number of these companies certified against fraud currently stands at eight with a further eight undergoing the verification process (see list).
JICWEBS’ chairman Richard Foan noted that this certification scheme took longer to come to fruition because some companies expressed concern about sharing confidential and competitive information around how their products worked. “Consequently we worked with the companies to build a scheme that worked for them and the JICWEBS stakeholders.”
Keith Moor, Santander’s chief marketing officer, said: “Advertisers’ need to have greater trust in digital media is well served by this important 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 investing our digital marketing spend with trusted, certified companies.”
Nigel Gwilliam, the IPA’s Head of Media and Emerging Tech, said: “With different ad fraud vendors quoting an array of different figures it is hard to pinpoint the real cost to our business. What is certain however – as IPA President Sarah Golding has asserted – is that any ad fraud is too much. We therefore very much welcome and support JICWEBS’ robust next stage in the move to tackle this area.”
Bethan Crockett, brand safety and digital risk director at GroupM EMEA, said: “GroupM UK welcomes increasing participation in JICWEBS’ anti-fraud certification programme. It is critical for our clients to know proactive steps are being taken to protect digital supply chain integrity.”
Vendors interested in having their anti-fraud products verified can find out more on this page at www.jicwebs.org.
JICWEBS defines best practice and standards for online ad trading in the UK and is made up of the following trade bodies: Association of Online Publishers (AOP), Internet Advertising Bureau (IAB) UK, ISBA – the voice of British advertisers – and the Institute of Practitioners in Advertising (IPA). www.jicwebs.org
Last updated 26/09/2017