Delivering a Stamp of Trust for the Media Industry

Online Ad Fraud

Anti Ad FraudG

When talking about fraud in the context of the online media industry, we mean the variety of ways in which people are stealing money from advertisers - ad fraud.

Examples can include robots (software programmes) being used to mimic human behaviour, or complex technical programmes which trigger large amounts of online ads to be supposedly delivered. The problem is that no human has had an opportunity to see the ad, but the ad impression is still being paid for!

We're working with the industry to help minimise this risk...

Anti-Fraud business compliance

Created by JICWEBS, the Anti-Fraud Technical and Commercial Working Groups are made up of representatives from the entire UK online advertising industry.

These working groups aim to minimize the risk of exposure to ad fraud and have developed the JICWEBS Anti-Fraud Principles. The end objective is to ensure that advertisers only pay for valid ad impressions.

Our role is to independently assess whether a business is compliant with the Anti-Fraud Principles. Upon successful completion of our verification process, businesses will be issued a Certificate and Seal of Compliance from JICWEBS, demonstrating their commitment to fighting ad fraud

OrganisationDate seal is valid toReports/Certificates
January 2018 View
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Media IQ August 2018 View
January 2018  View
Unruly Logo Original 2013 10 August 2018 View

Spiders & Robots service

In 2006 the IAB US and ABC UK merged their data to create a single global list for ad and site traffic-related non-human (robotic) activity. This became known as the International IAB/ABC Spiders & Robots List.

ABC Reports

ABC reports are available to all ABC Members and paid users.

View our latest reports

Breakfast Briefing 

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Did you miss our last Breakfast Briefing?

View the speaker presentations

Contact Us

ABC - Audit Bureau of Circulations Ltd
Saxon House, 211 High Street, Berkhamsted, Hertfordshire, HP4 1AD

Switchboard: +44 (1442) 870 800
Office hours are 9am - 5.30pm Monday to Friday

Send us a message

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The Joint Industry Currencies (JICs) are owned by the industry - advertisers, agencies and media owners – to provide transparent and objective audience measurement for each medium. These data are produced and sold at cost providing both industry accountability and a robust trading currency for each medium.


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