Valassis,
a leader in marketing technology and consumer engagement, today
announced its recertification by the Trustworthy
Accountability Group (TAG) for the TAG Certified Against Fraud Seal,
recognizing its commitment in the fight against fraudulent digital
advertising. Created by the American Association of Advertising Agencies
(4A’s), Association of National Advertisers (ANA) and Interactive
Advertising Bureau (IAB), TAG awards certifications to select companies
that achieve its rigorous standards to protect the digital advertising
industry from fraud, malware, piracy and lack of transparency.
Digital advertising fraud reached as high as $19 billion in 2018,
according to eMarketer.
With that, marketers must take immediate action to keep their budgets
safe from schemes similar to Drainerbot, which distributed millions of
infected mobile apps undetected and charged marketers for millions of
false impressions. By partnering with organizations that are
collaborating industry-wide to fight ad fraud, marketers can greatly
reduce their risk. For example, with Valassis diligence and commitment
to fight fraud, total buys across infected apps on its platform
represented only .05% across 15.6 billion impressions when Drainerbot
was operating at its peak.
“This recertification by TAG is yet another proof point of the strength
and resilience of our proprietary solutions and always-on protection
against ad fraud,” said Michelle Engle, Senior Vice President,
Marketing, Valassis. “We take brand safety and credibility extremely
seriously and are committed to combating fraudulent traffic in the
digital advertising supply chain. It’s a measure of success to see
Valassis listed among the biggest players in the industry for this
initiative.”
Valassis achieved the TAG Certified Against Fraud Seal by employing
thorough processes and comprehensive systems to adhere to TAG’s strict
compliance standards, and this recertification demonstrates the company
is remaining proactive and diligent in eliminating ad fraud. To protect
customers against unqualified traffic and objectionable activity across
all screens and formats, Valassis provides:
-
A dedicated team of trust and safety experts applying technology built
to detect fraud across a range of undesirable activity; -
Advanced data science models for the detection and elimination of
excessive impressions and CTR; - Incorporation of the IAB Spiders & Bots List; and
- User-level blocking of suspicious IP address and device IDs.
“To address the complicated and quickly evolving challenges of ad fraud,
TAG has established best practices that should be implemented across the
digital advertising supply chain,” said Todd Miller, Director of
Compliance, TAG. “We are delighted to recognize Valassis with
recertification for its efforts to fight ad fraud and protect its
partners, and we look forward to continuing to work with Valassis to
further raise our industry’s standards against fraud.”
Visit our
website to learn more about how we reduce fraud and increase
viewability in order to protect your brand.
About Valassis
Valassis helps
thousands of local and national brands tap the potential of
industry-leading data – understanding, engaging and inspiring millions
of consumers to action with smarter cross-channel campaigns. We’ve been
a part of consumers’ lives for decades, introducing new ways to deliver
offers and messages that activate them – whether via mail, digital or
the newspaper. NCH Marketing Services, Inc. and Clipper Magazine are
Valassis subsidiaries, and RetailMeNot Everyday™ is its consumer brand.
Its signature Have You Seen Me?® program delivers hope to
missing children and their families. Valassis and RetailMeNot are
wholly owned subsidiaries of Harland
Clarke Holdings.
View source version on businesswire.com: https://www.businesswire.com/news/home/20190523005406/en/