Ad quality is a hot topic for digital marketers, who are hunting for ways to improve viewability and ensure brand safety. But the hardest to solve may be ad fraud.
The Association of National Advertisers (ANA) estimates that fraudulent bots make up 37% of online traffic. By 2025, they’ll cost marketers more than $50 billion: an organized crime that the World Federation of Advertisers calls “second only to the drugs trade.”
The Cause of Ad Fraud? Look to the LUMAscape
The complex digital marketplace—with so many intermediaries (such as DSPs and private ad exchanges)—reduces transparency around campaign buys, causing much of the problem. Vendors aren’t always clear to marketers about costs, placements and data, allowing bots to slip through. Industry experts are calling it a transparency crisis and believe that transparency is the key to fighting ad fraud.
If We All Work Together, We Can Beat Ad Fraud
They’re right. If we increase transparency and communication between all players, ad fraud will decline.
A new organization, Trustworthy Accountability Group (TAG), has made this its mission. Created by the ANA, American Association of Advertising Agencies (4A’s) and Interactive Advertising Bureau (IAB), TAG is a first-of-its-kind accountability program. With its Inventory Quality Guidelines (IQG), buyers and sellers can all discuss inventory and transactions using a common language, fostering transparency. The TAG Registry program kicked off with 100 initial partners approved for participation, including Conversant.
It’s a partnership that makes sense. We’ve built our technology on minimizing ad fraud and maximizing transparency, and as a TAG Registered company, we’ll continue to expand our commitment to ad quality industry-wide.
How We Increase Ad Quality
Our solutions are already natural filters for ad fraud. Our consumer-recognition technology bypasses bots by targeting ads directly to individuals, not to cookies, devices or webpages. We also frequently update our publisher blacklists based on internal research and data from third-party partnerships.
We’re proud to be a TAG Registered company. It strengthens the confidence our clients have that their ads reach real people in brand-safe environments. And by working with partners such as TAG, we’ll help raise the ad-quality bar for everyone.