European Ad Fraud Study Shows 62% IVT Reduction in Channels with Tough Anti-Fraud Standards [Yahoo! Finance]
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Source: Yahoo! Finance
WASHINGTON and LONDON June 19, 2024 /PRNewswire/ -- A new report on European ad fraud from TAG (Trustworthy Accountability Group) reinforces the importance of robust anti- fraud standards across the digital advertising supply chain, finding a 62% reduction in invalid traffic (IVT) in TAG Certified Channels (TCC) - where three or more participants have adopted TAG's rigorous anti- fraud standards - over Non-Certified Channels (NCC). The 2024 TAG European Fraud Benchmark Study also found that the industry's success in reducing IVT in TCC has driven a flywheel of continued success, as IVT rates have been held under 1% in those channels for six consecutive years. "We're beginning to see a virtuous cycle in our fight against ad fraud , thanks to continuing adoption of high standards across the supply chain," said Mike Zaneis , CEO of TAG . "Because ad buyers now expect to find sustained low fraud rates in TAG Certified Channels, they increasingly shift their investments to those channel
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