Standards

Ad fraud involves fraudulent activities that deceive advertisers about ad delivery, visibility, or audience engagement, resulting in wasted media spend.

The process of confirming that digital ads are delivered to real users in brand-safe environments, meeting agreed standards and appearing where intended.

An IAB standard text file that publishers use to declare authorised ad sellers, reducing fraud and improving transparency in programmatic advertising.

Brand safety ensures adverts appear alongside appropriate content, protecting brand reputation and advertiser investment in UK media channels.

Fraudulent clicks on digital ads generated by bots or humans to artificially inflate campaign metrics and drain advertiser budgets without genuine user intent.

Traffic generated by non-human sources or unintended user interactions that doesn't represent genuine audience engagement with digital ads.

A standardized file format that publishers use to declare their inventory, pricing, and sales policies to programmatic buyers in a machine-readable format.

A standardized data structure defining relationships between advertisers, publishers, and intermediaries in programmatic advertising supply chains.