Zaneis abordó el tema del combate al fraude en anuncios digitales
The CEO of TAG (Trustworthy Accountability Group), Michael Zaneis, covered the topic of fraud combat in digital ads during the IAB Innovation Day. Zaneis is the global star on this topic for the past two and a half years, since they have led the efforts of this organization in the U.S. that specializes in the fight against fraud advertising practices.“This is a chain of criminal activity. There are companies such as comScore that have big tools to fight against fraud, with which we have partnered, but it is a great threat” he explained. “Once they tried to attack the financial sector in the U.S. and banks invested thousands of dollars to seek protection. Criminals realized that in advertising there was an easier space to commit fraud and created non-human traffic.”The size of this problem in 2017 already reached US$6.5 billion lost at a global scale. 22% of the investment in video was fraudulent, although in mobile fraud was less than expected. The good news is that in 2016, there was a 10% decrease in fraudulent traffic.In the context of this problem, TAG decided to establish parameters to be able to create transparency and trust, main tools to overcome this problem. “The first step is to understand who you are doing business with, focus on transparency. To generate trust, we require our partners comply with several protocols. One of them is for publishers to make sure they filter their traffic.” TAG has 26 companies that are certified against fraud and 80 that are in the certification process. Their programs apply not only to the U.S., they have members from more than 25 countries, which is why Zaneis extended its invitation to the Mexican market to be part of this network.
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