IAB Australia unveils ‘Digital Ad Fraud’ handbook for media and marketing industry
Independent industry association IAB Australia has launched a ‘Digital Ad Fraud’ handbook, aimed at building awareness, educating and assisting the industry in tackling the issue.
The handbook provides general definitions and direction on ad fraud to get the industry to take the issue more seriously and work collaboratively to beat it.
It was designed and authored by IAB’s Standards and Guidelines Council, with inputs from independent ad fraud researchers and guest contributors including Lindsay Bender, head of product marketing at Human and Dr Augustine Fou, independent ad fraud researcher at FouAnalytics.
It provides objective guidance to users, exploring the different forms of ad fraud, and makes recommendations for best practice across publishing, marketing and agency work. It aims to provide education to media buyers and sellers to better understand the issues around ad fraud, including potential risks.
IAB Tech Lab’s Programmatic Transparency Standards and Best Practice are also detailed in the handbook, which address the topic of potential ad fraud in CTV, as well as the disclosure of ad fraud attacks.
Jonas Jaanimagi, IAB Australia’s tech lead, said ad fraud is a well-known issue, and demands relentless scrutiny.
“We hope that brands will work harder take it seriously and with pan-industry support, work collaboratively with publishers and vendors to minimise these activities which negatively impact us all.”
“The fight against fraud begins with industry participants being willing to take it more seriously, not be complacent and be prepared to dive into the details,” said Jaanimagi.
“This will help to ascertain what requirements, partnerships and internal processes may be needed to mitigate as many of the associated potential risks as possible. The intention of this handbook is to assist that process by building awareness, education and provide a foundational starting point for both buyers and sellers to review their processes, industry relationships and current requirements.
Ad fraud for marketers will be tackled at the Mumbrella Travel Marketing Summit this year. Tickets are on sale here.
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Lauren McNamara is a journalist at Mumbrella, covering the creative and PR beat. She joined in November 2022 as editorial assistant, after completing a Bachelor of Communications (Journalism) at UTS.
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