Dive Brief:
- The Interactive Advertising Bureau, along with ANA and 4As, partnered to create the Trustworthy Accountability Group to stop fraudulent ad bots at the source.
- The group will create a blacklist of fraudulent ad bot IP addresses to protect online advertisers.
- The blacklist will be powered by Google’s database of data center IP addresses with input from other tech partners such as Facebook and Quantcast.
Dive Insight:
The Interactive Advertising Bureau (IAB) is looking to protect advertisers from fraudulent ad activity through its new Trustworthy Accountability Group (TAG), a team effort between IAB, ANA and 4As. The list will be built on Google’s database of data center IP addresses, but there are a number of tech partners in the group including: Facebook, Yahoo, Dstillery, MediaMath, Quantcast, Rubicon Project and TubeMogul.
In a Google blog post, Vegard Johnsen, product manager Google Ad Traffic Quality, said, "We’re excited by the collaborative spirit we’ve seen working with other industry leaders on this initiative. This is an important, early step toward tackling fraudulent and illegitimate inventory across the industry and we look forward to sharing more in the future. By pooling our collective efforts and working with industry bodies, we can create strong defenses against those looking to take advantage of our ecosystem."
Johnsen also expressed that the goal is to turn the initial pilot program into an industry-wide tool.
