FaqFrauda non-profit initiative that provides a helpline to stop fraud in the digital advertising ecosystem, held the I FaqFraud Meeting on Thursday 26th April at the new headquarters of ISDE Law Business School in Madrid. The event, organised by Proa CommunicationThe event, with four presentations and a round table discussion, addressed the themes of the day: "fraud in digital advertising". FaqFraud, a pioneering project in Spain, has the collaboration of LiniCom, Xaxis, Rubicon Project, Adobe Advertising Cloud, CMVocento, IAS, Zeotap, ISDE Law Business School, Nugg.ad, AMNET, Tap Tap and Sunmedia by Fibonad.
Juan Antonio Muñoz-Gallego, director of strategy and business development at LiniCom and promoter of FaqFraud, performed a 'Pirates of the Caribbean' performance that served as a common thread throughout the presentations and raised awareness among attendees of the need to combat fraud in the digital advertising sector. "We are all becoming aware, we need to unite to set limits and fight fraud together".
Benito Marín, strategic consultant at Integral Ad Science, highlighted the possibilities that the sector has to curb fraud, "we can not only control it with tools that are already developed but also through initiatives such as FaqFraud". In addition, Integral Ad Science presented for the first time the Media Quality Report for the second half of 2017, which shows that fraud in Spain is much lower than in countries such as the USA. "However, we must prevent it before it represents something that is more difficult to control," he said.
Luca Brighenti, country manager Spain and Italy at Nugg.ad, explained how a DMP can help to maintain control over processes, highlighting the quality of the data that Marc Ginjaume, Country Manager in Spain at Zeotap, believes it is essential to certify, "the central condition for programmatic to give good results is to base campaigns on quality data with the necessary scale". In addition, Hernán Rodríguez, Digital Business and Blockchain strategy consultant, explained how this technology can be key in this area, "the level of trust that such a technology can achieve will significantly reduce fraud".
In the subsequent panel discussion, moderated by Miguel Nieto, senior business developer at Rubicon Project, participants agreed that advertisers need to be more aware of how and where their inventory is purchased, as premium inventory shows significantly lower levels of fraudulent traffic. The panel included Oscar Rodríguez, Managing Director of Xaxis; Rafael Martínez, DAN Programmatic Leader & Head of AMNET Iberia & SSA at AMNET; Miguel Nieto, senior business developer at Rubicon Project; Borja Ussia, head of programmatic at CM Vocento; Álvaro Pastor, VP operations & international at Sunmedia by Fibonad; and Álvaro Mayol, Partner & Chief Technology Officer at Tap Tap.
FaqFraud offers full support to all companies that need advice on fraud issues in the sector.. Through the website www.faqfraud.org (and its profile at LinkedIn y Twitter), experts in various fields of digital advertising, will serve as a direct helpline for industry professionals who need to resolve fraud issues.
The idea of FaqFraud was initially supported by eight professionals from different companies. representing the entire digital ecosystem by integrating an AD-tech (LiniCom), a Publisher (Vocento), a Data Provider (Zeotap), an SSP (Rubicon Project), a DSP/DPM (Adobe), an agency (Xaxis), a verifier (IAS) and a legal figure (ISDE Business School). In addition, the interest of the initiative has brought together companies such as Nugg.ad (a Zalando Company), AMNET, TapTap and Sunmedia by Fibonad.