Agencies That Use TAG Partners See 83 Percent Dip in Fraud, Study Finds

By adageeditor@adage.com (George Slefo)


In what it calls a “monumental” breakthrough, the Trustworthy Accountability Group says its method can cut online ad fraud by more than 83 percent.

TAG, an association of ad-industry trade groups, worked with ad buyers at GroupM, IPG Mediabrands and Horizon Media and the metrics firms Moat, Integral Ad Science and DoubleVerify to scrutinize 6.5 billion display and video ad impressions on TAG-certified distribution channels from July through October. They estimated the so-called invalid traffictypically bots simulating humans to run up bills on automated ad platformsat 97 million, or 1.48 percent.

To put that number in perspective, the industry average for invalid traffic across display and video is 12 percent, TAG says.

In what it calls a “monumental” breakthrough, the Trustworthy Accountability Group says its method can cut online ad fraud by more than 83 percent.

TAG, an association of ad-industry trade groups, worked with ad buyers at GroupM, IPG Mediabrands and Horizon Media and the metrics firms Moat, Integral Ad Science and DoubleVerify to scrutinize 6.5 billion display and video ad impressions on TAG-certified distribution channels from July through October. They estimated the so-called invalid traffictypically bots simulating humans to run up bills on automated ad platformsat 97 million, or 1.48 percent.

To put that number in perspective, the industry average for invalid traffic across display and video is 12 percent, TAG says.

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Source:: Advertising Age Digital

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