According to Ad Age, The Association of National Advertisers has enlisted 30 of its members to address the prevalence of digital-ad fraud, an issue that's been gaining attention as brands pump more and more dollars into online advertising.
According to Ad Age, The Association of National Advertisers has enlisted 30 of its members to address the prevalence of digital-ad fraud, an issue that’s been gaining attention as brands pump more and more dollars into online advertising.
The group is teaming up with fraud-detection company White Ops for a month-long study that is also meant to produce steps its members can take to combat the problem themselves. “ANA really thinks it’s important that our members, the marketers, play a key role in addressing the fraud issue,” said Bill Duggan, group exec VP at the ANA. “It’s their money; they need to be more active.”
During August, the 30 advertisers will append White Ops tags to their digital creative, Mr. Duggan said. This code will allow White Ops to monitor fraud and produce a report for each at the study’s end. The ANA expects to release an aggregate report to the public in mid-October. Mr. Duggan declined to name the advertisers participating in the program.
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