JICWEBS Publishes Principles to Tackle Online Ad Fraud

The UK's Joint Industry Committee for Web Standards (JICWEBS) has published 'Good Practice Principles' for use in auditing company procedures to combat fraudulent ads.

The principles are based on the JICWEBS 'taxonomy' report, describing the different types of potential online ad fraud, and an initial set of best practices for reducing the risk of fraud. These principles cover fraud education and policies, setting correct campaign ROIs, ad inventory sources, anti-fraud technology, and vendors. Those companies demonstrating that their processes apply these principles will receive a certification seal, and the first such seals are expected to be issued in the fourth quarter of the year.

Chairman Richard Foan (pictured) comments: 'This latest initiative supports those who are serious about doing something to minimise the effect of fraud across our industry. It will also complement the upcoming initiative to deliver increased transparency about different fraud detection across suppliers'.

Web site: www.jicwebs.org .