The TAG certification reaffirms Verizon Media’s commitment and efforts
to combat fraud and provide transparency
Verizon Media announced
that its industry-leading, OmniChannel DSP has been awarded the Trustworthy Accountability Group’s (TAG)
Certified Against Fraud Seal for 2020. To build trusted partnerships
with advertisers and publishers, Verizon Media has been committed to developing
in-house protection to combat bad actors and fight against fraud. This
certification reaffirms Verizon Media’s unyielding efforts to combat fraud and
provide transparency for all clients and partners.
Verizon Media is part of a select group of
media and advertising companies that have met the rigorous requirements
designed to protect advertisers, publishers, partners and consumers from
digital ad fraud. Launched in 2016, the TAG Certified Against Fraud program has
proven to be an effective tool in reducing fraudulent invalid traffic in the
digital advertising supply chain. The 2019
TAG Fraud Benchmarking Study found that the use of TAG Certified
distribution channels for digital advertising cut the IVT rate to 1.41 percent
across more than 200 billion ad impressions, reducing the level of fraud by
more than 88% compared to the broader industry average.
Verizon Media’s fraud
protection begins before inventory enters the bidding pool and extends beyond
post-serve to minimize fraud exposure. The approach is ongoing, identifying and
filtering fraud at every phase of the buying and selling process through a
combination of human review safeguards, cutting-edge proprietary fraud protection
technology, and third-party integrations. Verizon Media offers a comprehensive
solution for combating fraud from pre-bid to post-serve and beyond:
Proprietary Fraud
Protection: Verizon Media’s
in-house machine learning-powered traffic protection solution - called TalonPro
- is designed to block fraud both pre-bid and post-serve to inform and improve
ongoing fraud detection abilities. Operating quickly with sub-millisecond response
time, TalonPro prevents digital ad fraud and reduces malware impact using GIVT
and SIVT fillers. The product blocks non-human traffic, bots, and spiders, and
runs across Verizon Media’s full ad platform.
Supply
Verification: Dedicated teams
and a rigorous auditing process ensures inventory quality and transparency
across Verizon Media’s platforms.
3rd Party
Partnerships: The integration
of added protection from best-of-breed anti-fraud and quality vendors, enables
clients to choose the solution that best meets their needs.
“We launched the TAG Certified Against Fraud
program to raise the bar and bring accountability to the digital ad ecosystem,” said Mike Zaneis, CEO of TAG. “While
fraud is an evolving challenge, advertisers should have more peace of mind when
they use TAG Certified vendors. We applaud Verizon Media’s commitment to
combating fraud and driving transparency for its customers.”
.JPG)
