JICWEBS targets digital ad fraud with new guidelines

The UK body responsible for outlining online trading standards has published a report documenting the numerous ad fraud pathways to reduce marketer’s vulnerability to the practice.

A report titled ‘UK Traffic Taxonomy for Digital Display Advertising’ from the Joint Industry Committee for Web Standards (JICWEBS) outlines 16 different routes which malicious (or non-malicious) bots can tamper with ad traffic, muddying the waters of the digital ad industry.

Companies conforming to the industry-agreed best practices will receive the JICWEBS seal.

The joint body, made up of the Association of Online Publishers (AOP), Internet Advertising Bureau (IAB) UK, News Media Association, ISBA and the Institute of Practitioners in Advertising (IPA) looks to set a standard with the guidelines and will update them accordingly to best keep up with the fraudulent measures plaguing the industry.

Bob Wootton, director of media and advertising at ISBA, said: “ISBA and its members Shell, Santander, and Unilever have worked with industry partners on the JICWEBS Cross-Industry Anti-Fraud Working Group to reduce the risk to exposure to ad fraud. The Group has developed definitions, cross industry guidelines and principles which help advertisers and their partners involved in buying, selling and serving of digital display advertising, distinguish and identify fraud.

"Advertising is an ever-evolving ecosystem especially within the digital field. The fraudsters are also looking to be a step ahead of the game so this guidance will be updated as and when necessary. The objective is to restore the trust which advertisers expect across all the media channels they use, notably online, and thus restore their confidence in the channel."

It comes after JICWEBS first rolled out its standardised guidelines for media buyers in June.

Get The Drum Newsletter

Build your marketing knowledge by choosing from daily news bulletins or a weekly special.