The digital advertising industry has long acknowledged that the fight against fraud requires a concerted effort, with all market participants working together to ensure traffic quality and brand safety. 

In this vein, the industry came together in 2014 to form the Trustworthy Accountability Group (TAG), a cross-industry self-regulatory program to fight ad fraud and other criminal issues in the digital supply chain. TAG’s Certified Against Fraud Program focuses on combating fraudulent invalid traffic (IVT) across the digital advertising industry, and provides companies with a means to publicly communicate their commitment to combating this type of criminal activity. 

This report is the first of its kind in Europe that establishes a traffic quality benchmark for Trustworthy Accountability Group (TAG) Certified Channels, and explores:

  • the impact TAG Certification has in reducing ad fraud in the five largest markets in Europe (UK, France, Germany, Italy and The Netherlands)
  • the current state of the fight against advertising fraud in Europe
  • rates of general invalid traffic (GIVT) and sophisticated invalid (SIVT) in TAG-Certified Channels vs. industry averages