Advertisers expect their content will be viewed by human beings with the potential to buy their products and services. However, criminal organizations have attacked the digital ad ecosystem with malware that generates non-human traffic and defrauds legitimate participants in the supply chain. As a result, advertisers end up paying a material portion of their campaign dollars to criminals who generate ad impressions that are never seen by humans.
The 2016 ANA/White Ops Bot Fraud study estimated that advertisers lose $7.2 billion per year globally to bot-generated, non-human traffic. Bot traffic impacted a wide variety of websites including those of well-known and premium publishers. Most of the bots visited real websites run by real companies with real human visitors. Those bots inflated the monetized audiences at those sites by 5 to 50 percent.
TAG works to combat the negative impact of fraudulent traffic by developing anti-fraud standards and protocols for all types of entities in the digital advertising supply chain. TAG’s work in this area is coordinated through the TAG Anti-Fraud Working Group, which developed and maintains the TAG Certified Against Fraud Program.
The TAG Certified Against Fraud Program is voluntary and represents the ongoing process of defining and maintaining guidelines for effectively combating fraudulent non-human traffic in the digital advertising supply chain. In order to guide companies in fighting fraud effectively, TAG provides the Certified Against Fraud Guidelines, as well as a suite of anti-fraud tools to aid in compliance:
- The Payment ID Protocol enables companies to ensure that payments made in the digital ad ecosystem are going to legitimate companies.
- The Data Center IP List is a database of data centers from which fraudulent non-human ad traffic originates.
- The Domain Fraud Threat List is a database of domains identified as known sources of fraudulent bot traffic for digital ads
- The Publisher Sourcing Disclosure Requirements (PSDR) foster trust in the marketplace by disclosing the amount of sourced traffic for a given publisher.
Companies that are shown to abide by the “Certified Against Fraud” Guidelines receive the “Certified Against Fraud” Seal and can use the seal to publicly communicate their commitment to combatting fraudulent non-human traffic in the digital advertising supply chain.
Learn more and apply for the “Certified Against Fraud” Seal today.