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.

Latest Content

Articles, insights, research, and more to advance your marketing and advertising.

ANA Magazine

Navigating an Increasingly Complicated Social Media Terrain

by Chuck Kapelke, 5 days ago

Nearly 20 years after social media channels emerged amid gleeful predictions that they would help to tackle societal problems and bring people together, parts of the market have turned into toxic stews of conspiracy mongering, name calling, and mean-spiritedness — not the best adjacencies for brand advertisers.

Ethics Issue Alerts

Artificial Intelligence (AI) and Marketing Ethics

by Senny Boone, 6 days ago

With the advent of AI and synthetic media across the marketing ecosystem, ethics may not always be factored in and may instead become an afterthought. This can lead to risk for brands.

Beyond Profit

A Movement to Reduce Online Hate

1 month ago

In this episode of Beyond Profit, a podcast of the ANA Center for Brand Purpose, Anita McGorty, who leads Engage Responsibly as executive vice president at the ANA, joins host Ken Beaulieu to discuss why humanity is under attack online and what we can do about it.

Featured Events

National, regional, and online events to help you learn and grow throughout the year.

1-Day Conferences

No events are currently scheduled. Please check back for future events or click the button below to see all available 1-day conferences.


Bringing marketers together to learn from each other and debate new approaches and solutions to industry hurdles.

A benefit of ANA membership, committee meetings feature a mix of member case studies, perspective from outside experts, and benchmarking/best-practice sharing that drive thought leadership on key industry issues. Each ANA committee meets three to four times per year and can be attended in person or remotely. Depending on the committee, 10 to 30 participants may attend — big enough for diversity of opinion, yet small enough for more intimate exchanges.

See the Growth Agenda in action and learn more about how, as an industry, we're tackling the challenges ahead.

    Go Further

    Learn more about the four growth priorities and the 12 focus areas that comprise the ANA Growth Agenda.