The 4A’s, The Association of National Advertisers and IAB said they will create a first-of-its-kind cross-industry group designed to fight ad fraud, malware and the piracy of intellectual property.
This new collective organization will build upon the initial work laid out by the IAB Trustworthy Digital Supply Chain Initiative.
Established as a jointly controlled body, with its own board and leadership, the organization will monitor the ad-marketing ecosystem for compliance and develop incentives for broad industry participation and consequences for fraudsters and other bad actors.
“Criminal activity threatens to erode trust in the digital ecosystem,” said Randall Rothenberg, President and CEO, IAB. “Quality, original content is not sufficiently protected against the threats of fraudulent traffic, malware attacks, and IP piracy, and it is time that publishers, marketers and agencies stand together to combat these dangerous forces as a unified entity.”
Added ANA CEO Bob Liodice: “The ANA, 4A’s, and IAB have a strong track record in successfully working together for the greater good of the industry at large. Between our collective work in the creation of the Digital Advertising Alliance, and our success in creating viewability metric standards through the Making Measurement Make Sense initiative, together we have the ability to move the digital arena forward. This new compliance program puts us on an exciting path to ensuring a better, more transparent supply chain that will increase the effectiveness of marketers’ digital campaigns.”
4A’s President Nancy Hill said: “Together we can continue to rebuild the trust that is necessary for the interactive marketing industry to thrive. Self-regulation is only as strong as the accountability program that ensures its implementation, and all of our trade groups’ resources are required in order to guarantee this new compliance organization’s ability to eradicate criminal activity.”
The trade groups announced plans for the new organization at the IAB Mixx conference in New York this week.