JICWEBS issues first ever anti-fraud seals

JICWEBS – the independent body that defines best practice and standards for online ad trading in the UK – has announced the next stage in the move to tackle online ad fraud.

Following an independent audit by ABC, Affectv and RadiumOne are the first companies to receive a certification seal that their processes reduce the risk of fraudulent ads being served – which are estimated to steal around a third of all online advertising revenues.

“This is genuine red-letter day in the battle against online ad fraud,” said JICWEBS’ chairman Richard Foan.

“There’s been a lot of talk but now we’ve seen the first companies to back this up by showing how they’re actively committed to reducing the risk of online ad fraud across our industry. This industry certification is all about building trust through transparency.”

Phil Smith, ISBA’s director general, said: “This is a huge breakthrough in the war against ad fraud, which ISBA members see as one of the biggest issues facing advertisers today, claiming a massive 30% of online advertising revenues.

“ISBA has been championing the JICWEBS Anti-Fraud Working Group, together with major advertiser members. For the first time advertisers can now choose to employ companies that have proven credentials in the fight against ad fraud.”