PerformanceININside Performance Marketing
JOIN THE PERFORMANCEIN Top 50 Industry Players from 2017
WINNERS REVEALED!See who's the best of the best in 2018
View winners
UK and US Join Forces to Tackle Ad Fraud and Brand Safety

UK and US Join Forces to Tackle Ad Fraud and Brand Safety

PerformanceIN

JICWEBS and TAG will merge their offering to advertisers from both sides of the pond.

Two of the leading cross-industry standards bodies in the UK and US are set to align several key initiatives to tackle some of ongoing issues within the digital advertising space while improving overall transparency.

The move, which marks a year since P&G’s Mark Pritchard made the headlines by branding media transparency as “murky at best”, will see UK’s independent body JICWEBS and US body Trustworthy Accountability Group (TAG) merging some of their schemes; the latter continuing to lead on brand safety efforts while its programme will be rolled into TAG’s Certified Against Fraud by the end of 2018.

Brands in the UK can also endorse for TAG’s certified initiatives in malware and privacy as the body continues it’s long-term fight with ad fraud.

JICWEBS has been on the case in dealing with ad fraud within the online advertising industry with a total of 72 companies receiving certification of brand safety and anti-fraud. The merge with TAG looks to further its offering to advertisers from both sides of the pond.

“By working together, TAG and JICWEBS can ensure that UK advertisers have a clear and consistent approach to building brand safety while fighting fraud, malware, and piracy,” said Mike Zaneis, president and CEO of TAG.

“By reducing redundancy and harmonising the existing efforts, TAG and JICWEBS will be able to expand their efforts, increase adoption, and further protect the digital supply chain worldwide.”

Fraudulent decline

Despite issues with ad fraud and advertiser plead for better transparency within programmatic advertising, there’s been some noticeable reduction in fraud. A recent study found the use of TAG certified distribution channels had reduced fraudulent advertising by more than 83%.

Impact Radius communications director, Julia Smith, was also adamant on the prospects of cutting down ad fraud with the likes of JICWEBs and TAG making vital moments in aid of advertisers.

According to research from QueryClick, advertisers are supporting the increased regulation from industry bodies to combat ad fraud; 85% of advertisers agreeing to be a positive impact to digital advertising.

“Increased collaboration between government and industry bodies, across the world, is positive news for brands who are exposed to the fraud, and the publishers who are being unwittingly implicated.” said Chris Liversidge, QueryClick’s managing director.

Continue the conversation

Have something to say about this article? Comment above, share it with the author @Mos210890 or directly on Facebook, Twitter or our LinkedIn Group.

Mustafa Mirreh

Mustafa Mirreh

Supporting the editorial team in PerformanceIN, Mustafa brings you the latest day-to-day news updates from the world of performance marketing, while also doing social media promotion, live reporting, blogging and interviewing with key industry players and stakeholders.

Based in Bristol, Mustafa graduate with a marketing degree before delving into the world of music journalism through self-starting an online blog and collaborating with other publications. Now he has joined the PI team and has set his sights on succeeding in digital marketing.

Read more from Mustafa

You may also like…