{"id":1513,"date":"2016-09-28T12:15:16","date_gmt":"2016-09-28T16:15:16","guid":{"rendered":"http:\/\/www.acaweb.ca\/en\/?p=1513"},"modified":"2021-01-08T16:42:33","modified_gmt":"2021-01-08T21:42:33","slug":"four-tips-for-advertisers-to-root-out-digital-ad-fraud","status":"publish","type":"post","link":"https:\/\/acaweb.ca\/en\/2016\/four-tips-for-advertisers-to-root-out-digital-ad-fraud\/","title":{"rendered":"Four Tips For Advertisers To Root Out Digital Ad Fraud"},"content":{"rendered":"
\"Joan
Joan Brehl<\/figcaption><\/figure>\n

In a comprehensive new series titled the 2016 Guide to Media Transparency, the Alliance for Audited Media (AAM) talks to leaders from all sides of the industry to better understand the issues and how to build more accountability and transparency between parties for the long-term success of digital media. Throughout the next several months, AAM will share tips with ACA readers on solving problems with viewability, adblocking and general transparency. In Joan Brehl\u2019s last column<\/a>, she shared three steps advertisers can take to clear up the confusion in programmatic buying. This time, she has some tips for tackling digital ad fraud<\/a>.<\/em><\/p>\n

Digital ad fraud is a broad term that encompasses many different things\u2014piracy, malware, invalid traffic.<\/p>\n

Steve Guenther, vice president of digital services at AAM, notes that the industry has made good progress within the past few years to address the digital ad fraud issue, which still accounts for losses of $8.2 billion annually<\/a> in the U.S.<\/p>\n

\u201cWe have a lot of the pieces to the puzzle in place, but now they need to be implemented by vendors in the digital advertising supply chain to move forward,\u201d Guenther said. \u201cAd tech vendors need to adopt and implement IVT guidelines<\/a> and use the TAG tools<\/a> to start squeezing out the bad actors in the digital advertising supply chain.\u201d<\/p>\n

\"lost-to-online-corruption-graph-en\"With billions of dollars and brand reputation at stake, everyone in the media ecosystem needs to take responsibility and contribute to digital ad fraud solutions. True partnership between publishers, agencies, vendors and marketers is the only way to address the issue.<\/p>\n

\u201cThe more conversations that are had in public, the more it encourages people to shine a light on places in the ecosystem that are unknown,\u201d said Ted Boyd<\/a>, CEO of Brandworks Advertising. \u201cI really like to think that we\u2019re going to have an ecosystem where, unless you\u2019re certified or are known to be of character, you\u2019re not going to be able to participate or, at a minimum, advertisers and their agencies will be able to make an informed choice. The more that we expand that circle of trust, the less room there is for the untrustworthy.\u201d<\/p>\n

Fraud is such an all-encompassing problem all parties will have to work together to root out the bad characters. Here are some tips advertisers like you can take to do your part.<\/p>\n

Digital Ad Fraud Tips for Advertisers<\/h3>\n