The UK Stop Ad Fraud Coalition has joined the Conscious Advertising Network to help “further joint aims”.

The reason fraud proliferates is that as an industry we don’t take the available steps to mitigate. Time for a New Year’s Resolution.

We need more accountability and regulation in an online media-buying market riddled with information asymmetry, writes media and legal specialist Nick Swimer.

The UK Stop Ad Fraud Coalition, which launched six months ago, is calling on digital advertisers and media owners to finally take steps to minimise and eliminate criminal and wasteful behaviour by bad actors.

We need a system where the company who pays for bad actors that proliferate with fraud must take responsibility.

UK Stop Ad Funded Crime’s (UKSAFC) Ian Moss outlines how stakeholders in programmatic advertising can and should address the “moving target” of systemic ad fraud in the system. 

Digital media buyers need to ask difficult but crucial questions about what makes up the audience they’re paying for. If the tech providers can’t tell you openly, be prepared to walk away.

It’s time for ad tech to get its house in order before the Government is forced to intervene.

Advertisers must seek stronger protections and shout from the rooftops for regulators to make ad fraud an urgent priority.