How best practice can help brands protect themselves from ad fraud

Online fraud: Jicwebs has issued new guidelines to help advertisers and publishers avoid ad fraud
Online fraud: Jicwebs has issued new guidelines to help advertisers and publishers avoid ad fraud

A cross-industry body has published a report promoting a set of best-practice guidelines to help marketers minimise their exposure to the growing issue of ad fraud.

The Joint Industry Committee for Web Standards (Jicwebs) has compiled the ‘Traffic Fraud: Best Practices for Reducing Risk to Exposure’ report after working with 30 companies and organisations.

The report includes suggested questions that marketers should ask online publishers, outlines dodgy practices by some publishers, and explains how bots can be used to infect otherwise legitimate systems, as well as generate false traffic. Sections include best practice guides aimed at three groups - media buyers, publishers and networks.

Companies that meet the new standards will receive a Jicwebs ‘seal’ showing that their adherence to the guidelines has reduced the risk of fraudulent ads being served.

The move was welcomed by companies including Santander. Daniel Creed, a senior communications manager for marketing and strategy at the bank, said: "Tackling digital ad fraud is one of the most complex challenges currently facing advertisers. Gaining a better understanding of the issue is vital.

"So, Jicwebs' cross-industry anti-fraud working group helping educate and advise media buyers on best practices to minimise the risk of fraud impacting their campaigns, is well received."

Jicwebs comprises trade bodies including the Association of Online Publishers, Internet Advertising Bureau, ISBA and IPA.

The full report can be viewed here.

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