New TAG US Fraud Benchmark Study Finds 0.98% IVT Rate in TAG Certified Channels
Washington, DC – November 3, 2022 – The digital advertising industry solidified its recent gains against ad fraud by holding invalid traffic (IVT), a key measure of such fraud, below the milestone 1% rate first achieved last year in TAG Certified Channels (TCC), according to a new study released by the Trustworthy Accountability Group (TAG).
The 2022 US Fraud Benchmark Study found an IVT rate of just 0.98% in TCCs, a non-substantive change from the 0.86% IVT rate last year. TCCs are those in which multiple entities involved in the transaction – such as the media agency, buy-side platform, sell-side platform, and/or publisher – have achieved the TAG Certified Against Fraud Seal.
“The fight against ad fraud has been one of the most notable accomplishments of the digital advertising industry over the last decade,” said Mike Zaneis, CEO of TAG. “Thanks to the broad adoption of powerful anti-fraud standards across the industry, ad fraud in TAG Certified Channels has been reduced to a level at which it is predictable, consistent, and low. Our success to date has reduced crime, saved money, and built trust across the supply chain, but it requires continued vigilance and adaptability to address new threats and maintain these low rates over time.”
The 2022 benchmark study was conducted by The 614 Group, which also conducted interviews with senior executives at media holding companies, publishers, platform providers, and measurement vendors to supplement the data with information on context and best practices. Among the findings of those interviews was a desire from agencies for even more TAG Certified inventory, despite its strong growth in recent years, and the need to invest more in suppliers who achieve TAG Certification.
“In the fight against ad fraud, success breeds success,” said Rob Rasko, CEO of The 614 Group. “It took years to raise anti-fraud standards while securing the data partnerships needed to measure the success of the program across a complicated supply chain in the US. Those efforts are now paying multi-year dividends with continued low fraud rates and a broad awareness of the effectiveness of the program through the extensive readership of this report, including nearly 1500 marketers. I’m excited that we have been able to transition our thinking from an industry-only focus to include the consumer, and we have plans to extend that work in future, so stay tuned.”
For the first time, this year’s study also conducted a spend analysis of digital video advertising, based on data contributed by SMI. That data highlighted several new findings, including an impressive $3.8 billion spent through TAG Certified Channels in digital video and an additional $1.4 billion spent on TAG Non-Certified Channels in which one participant was TAG Certified. In total, more than $5 billion was spent through video channels in which at least one participant was TAG Certified.
The TAG Certified Against Fraud Program was launched in 2016 to combat invalid traffic in the digital advertising supply chain. Companies that are shown to comply with the Certified Against Fraud Guidelines are awarded the Certified Against Fraud Seal, which they can use to publicly communicate their commitment to combating fraud.
The full study and report can be found here. Additional information about TAG’s Certified Against Fraud Program and how companies from across the advertising ecosystem can receive the TAG Certified Against Fraud Seal can be found at www.tagtoday.net/fraud.
Methodology
This report uses the methodology established by The 614 Group in 2017 for the first TAG US Benchmark Study used in all benchmark studies undertaken around the globe from that point forward.
From January 1, 2022 to June 30, 2022, The 614 Group collected data from leading agency holding companies - along with their MRC-accredited measurement vendors - to analyze and aggregate impressions for campaigns that were executed in the United States of America. These impressions included display media and video ads in desktop, mobile web and in-app environments, as well as connected television (CTV). The analysis did not use sampling of any kind, as 100% of the impressions received from the agencies who shared data were analyzed.
Upon receipt, all data was aggregated within a secure database in order to create the proper reporting. In addition, The 614 Group conducted a series of industry expert interviews with executives at agencies and others on background for qualitative perspectives.
About the Trustworthy Accountability Group
The Trustworthy Accountability Group (TAG) is the global certification program designed to fight against criminal activity and protect brand safety in the digital advertising industry. TAG advances its mission of eliminating fraudulent traffic, facilitating the sharing of threat intelligence, and promoting brand safety by connecting industry leaders, analyzing threats, and sharing best practices worldwide. The 600+ member TAG community includes the world's largest and most influential brands, agencies, publishers, and ad tech providers. For more information on TAG, please visit tagtoday.net.