Annual TAG European Fraud Benchmark Report Finds TAG Certified Channel Inventory Increased by 77x in Last Six Years

The Trustworthy Accountability Group (TAG) releases a new report showcasing a significant reduction in ad fraud within TAG Certified Channels (TCC) across Europe.

Highlights the impact of TAG's anti-fraud standards on maintaining low invalid traffic (IVT) rates and fostering trust in digital advertising.

Key Findings from TAG Report

• IVT Reduction: 62% decrease in IVT observed in TAG Certified Channels compared to Non-Certified Channels (NCC).
• Sustained Low IVT Rates: IVT rates have been consistently below 1% in TCC for six consecutive years, signaling continued success in fraud prevention efforts.

Growth of TAG Certified Inventory

• Rapid increase in TAG Certified inventory availability, growing from 4 billion to 308.4 billion impressions annually.
• Demand for predictable IVT rates drives adoption of TAG's anti-fraud standards across the digital ad supply chain.

Insights from Industry Executives

• Anti-Fraud Model Success: Industry leaders advocate extending TAG's collaborative anti-fraud approach to tackle other industry challenges, emphasizing transparency.
• Clarity on MFA Inventory: Calls for clear definitions of Made-for-Advertising (MFA) inventory to differentiate from IVT and reduce industry confusion.

Balancing Automation and Human Engagement

• Discussion on the role of automation in IVT reduction and the importance of maintaining human oversight to prevent blind spots and unintended consequences.

Recommendations for the Industry

• Standardization: Need for clear definitions and standards in addressing MFA inventory and other emerging challenges.
• Expansion of TAG Model: Calls to replicate TAG's successful anti-fraud model for broader industry issues to enhance operational transparency and efficiency.
• TAG's latest report underscores the effectiveness of anti-fraud measures in reducing IVT across Europe's digital advertising landscape.
• Advocates for widespread adoption of TAG Certified standards to sustain low IVT rates and enhance trust among advertisers, publishers, and consumers alike.