The IAB Europe Guide to Ad Fraud


In December 2020, IAB Europe released its ‘Guide to Ad Fraud’, to help drive media quality and effectiveness in the digital advertising industry.

This guide has been developed by experts from IAB Europe’s Quality and Transparency Taskforce (a part of the Brand Advertising Committee). It defines specific types of fraud in digital advertising and outlines how verification companies work to combat new and emerging types of ad fraud across all channels. It also provides tips for buyers and planners to prevent Ad Fraud in their next campaigns and serves as a call for action to the industry to follow best practices to tackle ad fraud.

Brands in Europe are now spending around €4.7 billion on digital advertising, and they want to know that this significant investment isn’t squandered. But with the World Federation of Advertisers (WFA) estimating that by 2021 over $50 billion will be wasted annually on Ad Fraud, it is vital for all stakeholders to ensure they have the right preventive measures in place. A key part of the guide, therefore, focuses on the importance of rapid detection, which includes the stages of ad fraud detection that companies should follow.