The Joint Industry Committee for Web Standards (JICWEBS) has issued its first anti-fraud certification seals as it embarks on war against ad fraud in the UK.
Affectv and RadiumOne are the first companies to receive the JICWEBS’ anti-fraud Good Practice Principles following an independent audit by ABC.
The seal recognises that their processes reduce the risk of fraudulent ads being served and are intended to help curb rise of ad fraud, which is likely to swell if advertisers continue turn a blind eye to inflated numbers.
“This is genuine red-letter day in the battle against online ad fraud,” said JICWEBS’ chairman Richard Foan. “There’s been a lot to talk but now we’ve seen the first companies to back this up by showing how they’re actively committed to reducing the risk of online ad fraud across our industry.
"This industry certification is all about building trust through transparency.”
Phil Smith, ISBA’s director general, described the move as a “huge breakthrough in the war against ad fraud”, which is claiming around 30% of online advertising revenues.
He said: “For the first time advertisers can now choose to employ companies that have proven credentials in the fight against ad fraud.”
Commenting on the award, Affectv’s chief strategist, Ray Jenkin, said: “Recent stories in the media have shone a light on the extent of ad fraud in certain areas of the digital ecosystem. As an industry we have a responsibility to tackle ad fraud and build trust in digital media as more media spend moves to digital environments.”
RadiumOne’s UK managing director, Craig Tuck, added: “Bots are sophisticated networks of non-human actions carried out without a brand or user’s knowledge. However, the human action of content sharing cannot be falsified and that is our USP at RadiumOne.”