Advertising fraud rate of tag standard decreased by 94% From TAG
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According to the annual update of advertising industry security agency, fraud and invalid traffic of tag compliant digital ads in five key European markets decreased by 94% in 2019.
Tag commissioned 614 group, a digital advertising consulting firm, to conduct a study that surveyed 43 billion advertising displays in the UK, Germany, France, Italy and the Netherlands. They cover advertisements executed by GroupM, Omnicom media group and Publicis Groupe in 2019, covering desktop display advertising, mobile display advertising, in app display, mobile network video, desktop video, mobile in app video and mobile network advertising.
The study found that during the survey period, the overall fraud rate of advertising traffic reached 9.2%; however, in the advertisements using tag authentication channel, the proportion dropped to 0.53%, which was equivalent to a decrease of 94% compared with the broader industry average.
Tag said this was due to the widespread use of its certified anti fraud seal in Europe. The seal has more than tripled in the past two years.
“Past studies have shown that using tag certified distribution channels can reduce fraud rates to very low, predictable and manageable levels, but the strength depends on their weakest link, which is why we are happy with the widespread adoption of anti fraud standards across Europe,” said Mike zaneis, chief executive of tag
“In the past two years, the digital advertising supply chain in Europe has become a chain barrier against fraud, leaving criminals with few loopholes to exploit and no hidden dangers,” he added
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