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A new study from The 614 Group analyzed the impact of Trustworthy Accountability Group (TAG) efforts to combat fraud in the digital advertising supply chain.
The main finding of the study is that when TAG-certified distribution channels were used, the level of fraud was more than 83% lower than the industry average. The study examined more than 6.5 billion video and display impressions in campaigns broadcast on TAG-certified channels by three major media agencies: GroupM, IPG / Mediabrands and Horizon Media.
"This study validates TAG's approach and sets a clear path for marketers who want to protect their brands and advertising spend against fraud," said Mike Zaneis, President and CEO of TAG. "Fraud thrives in the dark cracks of the supply chain, so we knew we had to ensure that legitimate participants in the supply chain adopted the same high standards for this effort to be crowned with success. When the industry connects his arms and stands up, there is no more room for criminals to hide. "
Overall, Invalid Traffic Levels (IVT) in digital advertising averaged 8.83% for inventory in North America and 12.03% for the US. 39, video inventory. In TAG-certified channels, however, the IVT rate has fallen to 1.48% across all videos and displays, 83% less than the industry average.
"The 614 Group has been a leader in promoting best practices in brand security and has supported the creation of standards and guidelines." Fraud has proven to be one of the the most difficult issues to solve in this area over the years, "said Rob Rasko, Managing Partner of Group 614." We are pleased to publish this groundbreaking research on the impact of TAG efforts to meet the challenge of IVT, and we believe that quantitative data combined with the first-hand analysis of agency executives who deal with fraud daily offer TAG impact. "
TAG launched in 2015, formed by the American Association of Advertising Agencies, the Association of National Advertisers and the Bureau of Interactive Advertising. The group claims that more than 170 companies participate in the TAG Certified Against Fraud program, and that 49 of them have received the Certified Against Fraud label.
[This article originally appeared on MarTech Today.]
About the author
As a Third Door Media paid media reporter, Ginny Marvin writes on paid online marketing topics, including paid search, paid social, posting and retargeting for Search Engine Land and Land Marketing. With over 15 years of marketing experience, Ginny has held internal management and agency positions. She provides marketing research and demand generation advice for e-commerce companies and can be found on Twitter under the pseudonym @ginnymarvin.