As Digital Ad Fraud Intensifies, Valassis Takes Comprehensive Measures to Attain TAG’s Rigorous Compliance Standards
LIVONIA, Mich., May 23, 2019: 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.
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.