online fraud

MRC Issues Ad Fraud Rules

The Media Rating Council, the official arbiter of media ratings in the U.S., has issued new guidelines for digital media vendors and companies as a result of the growing concern over online advertising fraud.  These guidelines, which will address the detection and filtering of “invalid traffic” generated by bots and other non-human sources, are discussed in this Media Post article by Erik Sass.

The rules are presented in a document entitled, “Invalid Traffic (IVT) Detection and Filtration Guidelines, Version 1.0.”  Among the key points in the guidelines: the requirement for enhanced internal controls covering employee behavior policies, partner qualification processes, analysis of acquired or paid traffic, periodic risk assessments, and the correct procedure for challenging a decision to remove invalid traffic.

These rules apply to all measurement products that involve tagging, beacons, cookies, redirects, and other types of message tracking, and to various types of census tracking.

The Council expects all MRC-accredited organizations to comply with the new guidelines. Although the rules take effect immediately, accredited organizations have a grace period of 180 days to comply with them. All future applicants for accreditation will be evaluated for compliance with these rules.

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TAG Rolls Out ‘Approved’ List and Payment IDs to Fight Ad Fraud: Group Takes Aim at Fraudsters With Two-Step Verification Process

TAG, the marketing industry’s Trustworthy Accountability Group announced a new anti-fraud initiative, “Verified by TAG,”  which consists of two components: a registry of “verified” companies, and a new payment-identification system. The goal of this initiative is to bring transparency to the digital ad ecosystem.

Companies in the digital ad supply chain can now apply to the TAG Registry to be verified by TAG as a trusted advertising party. Registered companies will receive a TAG-issued ID that will identify their ads to partners in the supply chain.

According to TAG’s CEO, Mike Zaneis, “This is a first-of-its kind program to create an evergreen market of buyers and sellers with lots of different channels.”

TAG is also introducing a payment-identification system.  The goal of this system is to create a record of who gets paid for every impression, and therefore, prevent criminals from receiving ad dollars by selling fake impressions on sites they list in ad exchanges.

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