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.
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.