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.
Iván Markman, Chief Business Officer at Verizon Media, said, “Trust and transparency are at the heart of our ad platforms. As pioneers of the Internet, Verizon Media has decades of experience in combating advertising fraud for our customers, and we’re vigorously committed to the continuation of these efforts. The Verizon Media DSP puts transparency front and center, giving our clients the confidence to know how their dollars are being spent and that their campaigns are being properly delivered.”
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.
Mike Zaneis, CEO of TAG, said, “We launched the TAG Certified Against Fraud program to raise the bar and bring accountability to the digital ad ecosystem. 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.”