The American Association of Advertising Agencies (4A’s), the Association of National Advertisers (ANA) and the Interactive Advertising Bureau (IAB) have joined to create a cross-industry watchdog to combat ad fraud, malware and the piracy of intellectual property head-on.
The new partnership will also aim to increase marketplace transparency building upon the IAB’s Trustworthy Digital Supply Chain Initiative.
The jointly-controlled body will run with its own leadership board and will be tasked with developing incentives for broad industry participation and also creating consequences for rule-breaking firms.
Randall Rothenberg, president and chief executive of IAB, said: “Criminal activity threatens to erode trust in the digital ecosystem.
“Quality, original content is not sufficiently protected against the threats of fraudulent traffic, malware attacks, and IP piracy, and it is time that publishers, marketers and agencies stand together to combat these dangerous forces as a unified entity.”
Bob Liodice, president and chief executive of ANA, said: “This new compliance program puts us on an exciting path to ensuring a better, more transparent supply chain that will increase the effectiveness of marketers’ digital campaigns.”
The initiative, once launched, will aim to increase consumers' trust in brands by combating sources of fraud, dishonest and piracy afflciting the ad industry in the digital realm.