Online advertising: anti-fraud products to be certificated

Companies that provide anti-fraud products can now sign-up for an independent audit from ABC to verify how they reduce the risk of fraudulent ads being served – and will receive a certificate in return.

The move is an initiative of JICWEBS, the body that defines best practice and standards for trusted online ad trading, and complements other measures to tackle online ad fraud within the ad supply chain. ABC is the media industry’s long-standing ‘stamp of trust’ that agrees standards for media brand measurement across print and digital.

“Advertisers’ need to have greater trust in digital media is well served by this important initiative from JICWEBS and it’s one that we fully support,” said Keith Moor, Santander’s chief marketing officer.

“As a member of JICWEBS’ UK Cross-Industry Anti-Fraud Commercial Working Group, Santander has been working with other advertisers and our digital media partners to reduce the risk of exposure to ad fraud. We look forward to investing our digital marketing spend with trusted, certified companies.”

Bethan Crockett, brand safety and digital risk director at GroupM EMEA, added: “GroupM UK welcomes increasing participation in JICWEBS’ anti-fraud certification programme. It is critical for our clients to know proactive steps are being taken to protect digital supply chain integrity.”

Vendors interested in having their anti-fraud products verified can find out more on the JICWEBS website.