Brand Safety and Ad Fraud

Today's technological underpinnings are vulnerable to subversive elements that can undermine brand safety and expose opportunities for the theft of a brand's precious media investments.

The ANA has partnered with a global coalition of platforms, marketers, and agencies to eliminate fraudulent traffic, combat malware, fight ad-supported internet piracy, and promote brand safety through greater transparency.

The Challenge

The current supply chain structure makes it easy and attractive to commit ad fraud with little chance of retribution, while brand-unsafe exposure, such as ads appearing on sites containing violent, extremist, and sexual content, can do profound damage and compromise the entire marketing ecosystem.

The ANA’s Response

Not only has the ANA commissioned multiple White Ops studies on ad fraud, we are also a founding stakeholder of the Brand Safety Institute and the Trustworthy Accountability Group, and play a key role in the Global Alliance for Responsible Media (GARM), designed to make brands safe through a global collaboration of platforms, marketers, and agencies.

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