Digital ads that met the standards set by the Trustworthy Accountability Group (TAG) witnessed 84% less fraud and invalid traffic in the first seven months of 2018.
TAG commissioned the 614 Group, a digital advertising consultancy, to conduct a benchmarking study based on 75 billion ad impressions served by five leading agency holding companies between January and the beginning of August.
The 614 Group research, which for the first time measured Sophisticated Invalid Traffic (SIVT), found the overall fraud rate hit 10.4%, but this dropped to 1.7% of ads that used channels certified by TAG. The result equated to an 84% decline when compared with the wider industry average.
“By reducing fraud rates in TAG-certified channels to less than 2% for the second year in a row, TAG’s Certified Against Fraud programme has firmly established the success of its model to reduce invalid traffic and stop the flow of money to the criminals who profit from it,” he added.