As the world of ad fraud gets increasingly complex, brands are finally taking a stand.
Major spenders, like Procter & Gamble, have said they will no longer work with digital media partners that aren’t taking adequate steps against fraud. While this may seem bold, especially with thousands of digital partners on the market, it’s a smart and necessary step for an industry that’s lost billions of dollars to fraudulent practices.
One of the key players in this fight is the Trustworthy Accountability Group (TAG) - a cross industry accountability program aiming to create transparency in the digital ad industry. From fighting fraudulent traffic and combatting malware to fighting internet piracy and promoting transparency, TAG works to create a better digital supply chain.
Earlier this year, P&G’s chief brand officer, Marc Pritchard, took a stand and said that they only wanted to work with TAG certified publishers, sharing, “We will work with and buy media only from the entities that comply. That’s because we don’t want to waste time and money on a crappy media supply chain.”
Why are brands finally starting to take a stand? There’s been a lot of controversy this year in the digital advertising world. From Facebook misreporting clicks, to YouTube’s brand safety mishap, major brands are under immense pressure from management and shareholders to ensure their brand is protected and their ad dollars are invested effectively.
P&G isn’t the only one taking notice. Earlier this year, The Interactive Advertising Bureau announced that all its members were to take steps to get TAG certified, including major brands like Johnson & Johnson, Kellogg’s, Unilever, American Express, The Walt Disney Company and more.
These brands have agreed to start requiring the publishers they advertise with to attain TAG’s certification seals against fraud, all to ensure brand safety, transparency into performance metrics, accurate targeting and overall efficient ad spending. With so much at stake, brand’s want to work with publishers who will ensure their ads have the best placements and that they are actually reaching the right users, and not bots.
The fight against fraud can’t be won alone. Brands need to take a firm stance against working with publisher’s who aren’t prioritizing an anti-fraud strategy. Further, publishers need to do their due diligence in offering brands the best ad solutions out there, whether that be placements or targeting, and ensure each of their partner’s ad dollars are being spent how they should be, reaching human shoppers.
If brands and publishers unite in the fight against fraud, they can increase transparency, performance and overall quality across the digital ad supply chain, ensuring both parties get the most bang for their marketing buck. To that end, PCH is thrilled to be a TAG certified partner, dedicated to the fight against ad fraud. We want to deliver the best ads to our brand partners and ensure they are reaching their target audiences, but we can’t do it alone. Brands need to question publishers (and the agencies recommending them) that aren’t taking strides against fraud. Together, we can stop fraud in its tracks and create a better digital ad supply chain for everyone.
Want to learn about how PCH/Media can help you reach your target audience at scale? Contact us today.