Angry advertisers hope to seal fate of online ad fraud

The Certified Against Fraud Program hopes to put an end to online ad fraud

Like many others, Bob Liodice is angry: He's had enough of being robbed by online advertising.

He's the president and CEO of the Association of National Advertisers (ANA), which estimates that online advertising fraud could top US$7 billion this year.

Liodice and other industry figures are so angry about advertising fraud that they're hoping to stamp it out with a new certification program.

"Certified Against Fraud" is the brainchild of the Trustworthy Accountability Group (TAG), of which the ANA is one of the founders. It plans to award seals to advertising buyers, sellers, and intermediaries that meet its anti-fraud requirements.

To qualify for the seal, participants will have to comply with guidelines for detecting and filtering invalid traffic set by the Media Rating Council. Those selling advertising slots must also provide domain list filtering and data center IP list filtering, while intermediaries such as ad networks must additionally support TAG’s Payment ID protocol.

Advertisers might be surprised how little exposure of their message such guarantees provide, though: The Media Rating Council counts an ad as viewable if as little as half of it appears on screen for as little as one second. It counts video ads as viewed as long as at least half the ad is visible and at least two seconds of video is played.

Still, it's a step toward TAG's goal of fighting criminal activity in the online ad supply chain. The group was set up in March 2015 by ANA, the American Association of Advertising Agencies and the Interactive Advertising Bureau, and has the backing of some of the largest advertisers and website operators in the U.S., including Facebook, Google and Yahoo.

Facebook and Google aren't listed among the initial participants in the Certified Against Fraud Program, although Yahoo is. The others are Amobee, AppNexus, Collective, comScore, DoubleVerify, Dstillery, engage:BDR, Exponential, Forensiq, Horizon Media, Index Exchange, Integral Ad Science, Interpublic Group, MediaMath, Moat, ndp, News Corp, Omnicom Group, OpenX, Publicis Worldwide, RhythmOne, Rocket Fuel, Rubicon Project, Sociomantic, sovrn, SpotX, TubeMogul, White Ops, WPP, and Zemanta.

Join the newsletter!

Error: Please check your email address.
Rocket to Success - Your 10 Tips for Smarter ERP System Selection
Keep up with the latest tech news, reviews and previews by subscribing to the Good Gear Guide newsletter.

Peter Sayer

IDG News Service
Show Comments

Cool Tech

Breitling Superocean Heritage Chronographe 44

Learn more >

SanDisk MicroSDXC™ for Nintendo® Switch™

Learn more >

Toys for Boys

Family Friendly

Panasonic 4K UHD Blu-Ray Player and Full HD Recorder with Netflix - UBT1GL-K

Learn more >

Stocking Stuffer

Razer DeathAdder Expert Ergonomic Gaming Mouse

Learn more >

Christmas Gift Guide

Click for more ›

Most Popular Reviews

Latest Articles

Resources

PCW Evaluation Team

Edwina Hargreaves

WD My Cloud Home

I would recommend this device for families and small businesses who want one safe place to store all their important digital content and a way to easily share it with friends, family, business partners, or customers.

Walid Mikhael

Brother QL-820NWB Professional Label Printer

It’s easy to set up, it’s compact and quiet when printing and to top if off, the print quality is excellent. This is hands down the best printer I’ve used for printing labels.

Ben Ramsden

Sharp PN-40TC1 Huddle Board

Brainstorming, innovation, problem solving, and negotiation have all become much more productive and valuable if people can easily collaborate in real time with minimal friction.

Sarah Ieroianni

Brother QL-820NWB Professional Label Printer

The print quality also does not disappoint, it’s clear, bold, doesn’t smudge and the text is perfectly sized.

Ratchada Dunn

Sharp PN-40TC1 Huddle Board

The Huddle Board’s built in program; Sharp Touch Viewing software allows us to easily manipulate and edit our documents (jpegs and PDFs) all at the same time on the dashboard.

George Khoury

Sharp PN-40TC1 Huddle Board

The biggest perks for me would be that it comes with easy to use and comprehensive programs that make the collaboration process a whole lot more intuitive and organic

Featured Content

Product Launch Showcase

Latest Jobs

Don’t have an account? Sign up here

Don't have an account? Sign up now

Forgot password?