Ad Fraud

We’ve developed 2 sets of principles to bring greater transparency around how companies are tackling advertising fraud online.

Process Verification

Good Practice Principles for process verification outline how companies within the ad supply chain itself such as ad tech providers, trading desks, ad networks and media owners can be verified to confirm how their processes reduce the risk of ad fraud.

Product Verification

The JICWEBS UK Traffic Taxonomy outlines the 16 different types of fraudulent traffic. Anti-Fraud Products that aim to stop fraudulent traffic can now be verified against whether they are capable of identifying and/or excluding these 16 types of fraudulent traffic.