• by Tobi Elkin  @tobielkin, August 24, 2016

BPA Worldwide on Wednesday announced that the Joint Industry Committee for Web Standards (JICWEBs) has named it as an ad fraud verification provider in the UK. The goal of JICWEBS’ program is to promote trusted digital ad trading for both buyers and sellers.

As a verification provider, BPA will ensure that organizations are in compliance with JICWEBS’ Good Practice Principles for Reducing Risk to Exposure to Ad Fraud. The six principles include education about traffic fraud and the risks involved; adoption of policies to identify fraud; focusing on the measurement of ROI; practicing safe sourcing and trusting only those business partners that have earned trust; implementation of technology to detect and prevent fraud; and traffic filtering through vendors that prioritize fraud detection.

JICWEBS’ verification process requires an appointed verification provider to form an independent opinion and provide a report on the policies, processes, and technical solutions, followed by a recommendation that a JICWEBS “Seal of Compliance” be issued. JICWEBS’ review of such reports will, if accepted, result in the JICWEBS seal being awarded.

BPA is also recognized as an approved certifying body by a number of other industry organizations including IAB Viewability and Impression certification; the European Interactive Digital Advertising Alliance (EDAA); Counting Online Usage of Networked Electronic Resources (COUNTER), and the Trustworthy Accountability Group (TAG).