Companies can now be certified against reducing online ad fraud

Posted on: Tuesday 23 August 2016

JICWEBS – the independent body that defines best practice and standards for online ad trading in the UK – has announced the next stage in the move to tackle online ad fraud.

Share this

Companies – such as publishers, agencies and ad tech providers – can now sign-up to be reviewed through independent audit to verify their processes and reduce the risk of fraudulent ads being served. Those successfully demonstrating that their processes apply JICWEBS’ anti-fraud Good Practice Principles will receive a certification seal. The first ones are expected to be issued in Q4 as planned.

“This is a real opportunity for companies to back up the talk by showing they’re actively committed to reducing the risk of online ad fraud across our industry,” said JICWEBS’ Chairman Richard Foan. “Being industry-certified (by an independent party) that their processes reduce the risk of fraud will make them a more attractive and trusted proposition to advertisers.”

The independent third-party companies handling the verification process include ABC and BPA Worldwide. 

Keith Moor, Santander’s chief marketing officer, said: “Advertisers’ need to have greater trust in digital media is well served by this important foundation initiative from JICWEBS and it’s one that we fully support. As a member of JICWEBS’ UK Cross-Industry Anti-Fraud Commercial Working Group, Santander has been working with other advertisers and our digital media partners to reduce the risk of exposure to ad fraud. We look forward to trading with trusted, certified companies that deliver improved transparency and can demonstrate how they protect our digital investment.”

Bethan Crockett, GroupM’s digital risk director, said: “JICWEBS’ industry-owned status, along with its focus on working with partners to deliver global standards for local markets, is fully supported by GroupM. We’ll continue to be part of JICWEBS anti-fraud group as this important initiative delivers the increased trust our clients demand.” 

Companies interested in having their anti-fraud processes verified can find out more on this page at www.jicwebs.org.

It’s anticipated that ad verification suppliers providing solutions that aim to detect and reduce fraud will be able to sign-up for independent review in Q4 2016.

Share this

Related content

Stock

TAG completes Distributed Ledger Technology pilot

The Trustworthy Accountability Group (TAG) have conducted a cross-industry pilot programme to evaluate the feasibility and potential benefits of...

Learn more
Stock

Giant step forward in the fight against Online Ad Fraud

The UK is one giant step closer to tackling online ad fraud today as the TAG and JICWEBS announce the next stage in their partnership

Learn more
WFA

Collaboration is key: IAB's response to WFA's Global Media Charter

We at IAB UK agree with the intention of the WFA's Global Media Charter and welcome any change that supports our industry by helping to build a...

Learn more
Stock

Join the Gold Standard companies championing a bright future for digital

It's great to see that digital advertising had another strong year in 2017 with the UK market enjoying year-on-year growth. But ensuring that digital's...

Learn more

Why digital advertising works

Discover why digital advertising is effective for reaching your customers and building brands.