TAG-certified channels mitigate ad fraud by 88%

New Ideas in MarketingEssential news for marketers, summarised by YouGov
November 18, 2019, 12:03 PM UTC

TAG commissioned The 614 Group to conduct a benchmarking study on 201 billion ad impressions across six major agency-holding companies.

According to the Trustworthy Accountability Group (TAG), digital ads which met the standards set by them, witnessed 88% less fraud and invalid traffic between January and August, 2019. The research examined General Invalid Traffic and Sophisticated Invalid Traffic, covering desktop, mobile and in-app display and video.

The research found that the overall fraud rate touched 11.41% over the course of the study, but it dropped to 1.41% of ads that used TAG-certified channels. This reflected a 16% improvement from last year’s 1.68%.

Mike Zaneis, CEO of TAG said that it may not be possible to eliminate all fraud from the digital advertising industry. However, this data indicates that advertisers won’t be significantly impacted by fraud if they use TAG-certified channels.

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