TAG Asia-Pacific Fraud Snapshot Shows IVT Rate Maintained Under 1% for Second Year in TAG Certified Channels
The Trustworthy Accountability Group (TAG), an advertising industry initiative to fight criminal activity and strengthen brand safety in the digital advertising supply chain, today released its second annual snapshot of ad fraud across major Asia-Pacific markets, showing the continuation of very low Invalid Traffic (IVT) across TAG Certified Channels.
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Conducted by The 614 Group, the analysis found a 0.41% percent rate for invalid traffic (IVT) when advertisers used TAG Certified distribution channels in which multiple companies have achieved the TAG Certified Against Fraud Seal.
“There is no magic bullet in the war on ad fraud, but setting high standards for participants across the supply chain has been proven to keep fraud rates predictable, manageable, and low,” said Nick Stringer, VP Global Engagement and Operations. “When advertisers, agencies, and their partners require TAG certification from their counterparties, it closes the gaps that criminals use to commit fraud and ensures that advertising spend goes where it is intended.”
The 614 Group study compared invalid traffic (IVT) rates in TAG Certified Channels against industry norms by measuring more than 99.7 billion ad impressions from January to December 2020 from three of the largest advertising agency holding companies across Australia, Cambodia, India, Indonesia, Japan, Myanmar, New Zealand, Singapore, Thailand, and Vietnam.
“There’s a proverb about carpentry that you should measure twice and cut once to be successful,” said Rob Rasko, CEO of The 614 Group. “The same principle applies in fighting ad fraud. Only by continuing to measure the scope of the problem and the effectiveness of industry solutions over time can we increase awareness of ad fraud in the market and ensure we cut most of it out of our ecosystem.”
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