According to Google's latest report, advertisers are losing $3.5 million a day to unauthorised inventory resale and domain spoofing in 16 of the world's most relevant digital media. For this reason, the FaqFraud, a non-profit initiative that provides a helpline to stop fraud in the digital advertising ecosystem. This project, a pioneer in Spain, has the collaboration of Adobe Advertising Cloud, Integral Ad Science, LiniCom, Rubicon Project, Vocento, Xaxis and Zeotap. Proa Comunicación hosted the media presentation of this initiative at its headquarters.
FaqFraud is a collaboration between programmatic experts and key companies across the digital advertising ecosystem. The initiative will offer full support to all companies in need of advice on fraud issues in the industry. Through the website www.faqfraud.org (and their LinkedIn and Twitter profiles), experts in various fields of digital advertising, will serve as a direct helpline for industry professionals who need to resolve fraud issues.
Also, by means of a video campaignThe different experts that make up the initiative will make the explanations of the main concepts of programmatic advertising fraud more dynamic, advising with audiovisual content.
Initially, FaqFraud will be composed of eight professionals from different companies representing the entire digital ecosystem. by integrating a Publisher (Vocento), a Network (LiniCom), a Data Provider (Zeotap), an SSP (Rubicon Project), a DSP/DPM (Adobe), an agency (Xaxis), a verifier (IAS) and a legal figure (IKEA). These experts will offer assistance to any advertiser, media or professional looking for advice, information on secure partners or tools to combat fraud.
Six representatives of the initiative were present during the presentation: Jesús Carrera, director of strategy and commercial management at Vocento, Juan Antonio Muñoz, director of strategy and business development at LinCom, Miguel Nieto, senior business developer Spain & Portugal at Rubicon Project, Manuel Rodríguez Páez, head of agency partnerships Iberia at Adobe Advertising Cloud, and, representing Integral Ad Science, Carter Nicholas, Director in Spain and Portugal, and Benito Marín, strategic consultant. The initiative was completed by Marc Ginjaume, country manager of Zeotap, Oscar Rodríguez, managing director of Xaxis and María Gómez, Global Data Steward for Customer Privacy Compliance at IKEA.
Currently, there is widespread ignorance in the digital advertising industry about what is fraud and what is not and, more importantly, how to detect and stop it. "It is worrying how much money advertisers are losing every day on their investments, if we extrapolate the Google figure to all the world's media, the amount of loss requires immediate action to stop it".he emphasised Juan Antonio Muñoz, promoter of FaqFraud.
Manuel Rodríguez Páez highlighted the initiative's ability to solve problems, highlighting the value of FaqFraud's composition, which covers the entire digital advertising funnel. "We have experts in each area and, although there is still a lot to learn in order to curb digital advertising fraud, we will be able to help advise in any area depending on the doubts raised". For his part, Miguel Nieto praised FaqFraud for aspects such as the verification of data quality, "we all have to join in this transparency and together we will be able to stop fraud".
In addition, Jesus Carrera wanted to stress the importance of being optimistic about fraud detection and control, "we have to give confidence to the market". A message that fits with the percentage of fraud in Spain because, as Carter Nicholas pointed out, "in Spain it is between 0.5 and 3%, a low figure compared to the US".
"Advertisers must feel secure. We must unite from the whole chain to transmit that security".Benito Marín pointed out that most of the fraud is caused by the action of bots.