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How Adtech Aims to Stop Fraudsters Ripping Off the Media Business
By: The Drum
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Advertisers are doubling down on ad fraud with the industry trade group Trustworthy Action Group (TAG) pursuing a payment ID system which it hopes will help prevent organized crime elements from continuing to siphon money off from the industry.

Last week TAG issued its first round of “certified against fraud” accreditations to several companies, in the hope that will help erode brand-side marketers’ fears over employing digital media, 78% of whom cite it as one of their top reasons for making further investment (see chart below).

This is an issue the Association of National Advertisers claims will cost its members $7.2bn this year alone and TAG hopes that its “rigorous” vetting process will help keep adtech honest by validating those media buyers, owners and adtech intermediaries that sign up to its principles. The hope being that those not on the list will be frozen out of the industry.

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This article was published by The Drum. A link to the original appears at the end of this post. www.thedrum.com
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