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BizReport : Advertising archives : October 23, 2015

JICWEBS' 'taxonomy of online ad fraud' next step to restore trust, confidence

The UK's independent body that defines standards and best practice for online ad trading has published a report outlining the different sources of malicious and non-malicious non-human traffic in a bid to restore trust and confidence in the channel.

by Helen Leggatt

In its next stage in the move to tackle online ad fraud, the UK's Joint Industry Committee for Web Standards (JICWEBS) has released a report, 'UK Traffic Taxonomy for Digital Display Advertising' in which it identifies 16 malicious and non-malicious sources of non-human traffic.

However, JICWEBS' chairman, Richard Foan, points out that the list is not exhaustive but is "another important step in reducing the risk of online ad fraud". The report is part two of a four-pronged approach:

1. Industry guidance on risk reduction (issued June 2015).
2. Taxonomy of types of traffic.
3. Good Practice Principles for risk reduction.
4. Independent review (and resultant "seal") for organisations demonstrating application of these Good Practice Principles.

The list of sources provides information on hijacked devices, cookie stuffing, proxy traffic and ad tag hijacking, among others.

"Advertising is an ever-evolving ecosystem especially within the digital field. The fraudsters are also looking to be a step ahead of the game so this guidance will be updated as and when necessary," said Bob Wootton, director of media and advertising at ISBA. "The objective is to restore the trust which advertisers expect across all the media channels they use, notably online, and thus restore their confidence in the channel."

Image via Shutterstock

Tags: advertising, fraud

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