The principles are intended to be used to audit companies, such as publishers, agencies and ad tech providers, to verify that their processes reduce the risk of fraudulent ads being served. 

They are based on JICWEBS’ taxonomy report, which describes the different types of potential online ad fraud and an initial set of best practices to reduce the risk of ad fraud, both published in 2015. 

“Providing principles against which companies can specifically be certified is another vital step in reducing the risk of online ad fraud,” said JICWEBS’ chairman Richard Foan.

“This latest initiative supports those who are serious about doing something to minimise the effect of fraud across our industry. It will also complement the upcoming initiative to deliver increased transparency about different fraud detection across suppliers.”