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

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

Giant step forward in the fight against Online Ad Fraud

Giant step forward in the fight against Online Ad Fraud

UK and US unite behind one industry standard.

Learn more

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

Learn more
Gold Standard

Join the Gold Standard companies championing a bright future for digital

Learn more

The IAB UK Gold Standard - where we are and where we’re going

We announced the new IAB UK Gold Standard at Engage on Wednesday 18 October.

Learn more

Looking to boost your skills?

Lasting two hours each, our virtual training modules have been designed to fit into your day while you work from home and provide you with the opportunity to learn new skills and keep your team up-to-date with latest best practice.