NEWS24 August 2016

Online ad fraud prevention certification announced

News UK

UK — The Joint Industry Committee for Web Standards (JICWEBS), which is responsible for best practice and standards in online trading, is to offer independent auditing of processes to reduce the risk of serving fraudulent ads.

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Companies such as publishers, agencies and ad tech providers can now sign up to be reviewed through independent audit to verify their processes. The third-party companies handling the process include ABC and BPA Worldwide. 

Those that successfully demonstrate that their processes apply JICWEBS’ anti-fraud Good Practice Principles will receive a certification seal. The first are expected to be issued in Q4. 

“This is a real opportunity for companies to back up the talk by showing they’re actively committed to reducing the risk of online ad fraud across our industry,” said JICWEBS’ chairman, Richard Foan.

“Being industry-certified (by an independent party) that their processes reduce the risk of fraud will make them a more attractive and trusted proposition to advertisers.”