CERTIFIED Rubber Stamp Getty Do Certifications and Accreditations Help Reduce Ad Fraud? Simple answer: no. But you didn’t click on this article to read a one word answer. So here’s the longer explanation of what certifications and accreditations do, and don’t do, when it comes to fighting digital ad […]
Most marketers assume that certifications and accreditations help reduce fraud. They don’t. But they can be helpful in the following ways. Buying from TAG Certified vendors means these companies have at least declared that they will do various ad fraud related checks before selling the ad inventory to you. Just be aware that fraudsters will say they do those checks, but actually never do them. Accredited vendors are also better than non-accredited ones because at least a third party, PwC, which is known for its auditing capabilities, looked under the hood. But note the nuance – MRC accredits companies for measuring what they said they would measure, not for measuring ad fraud correctly. In order to do that, any provider of accreditations would have had to have their own technology to collect data, their own truth sets to differentiate bots versus humans, and analytical experience to interpret the data correctly. That’s really hard. So the MRC accredits companies for measuring what they said they would measure, not for measuring ad fraud correctly.