Adfraud is like media industry ‘having enormous amounts of unprotected sex’ says US IAB chief

Australian ad tech vendors could be asked to register contact details and a physical address with the Interactive Advertising Bureau in a bid to help stamp out ad fraud locally.

IAB US CEO Randall Rothenberg spoke about the success it had had in clamping down on fraud with the registration scheme, with IAB Australia CEO Alice Manners telling Mumbrella it was looking at following the example of its US counterpart.

“In what other industry do you routinely have companies contracting or engaged in the acquisition of critical supplies with other companies that they don’t know, have never met, don’t know any of the names of, don’t know where they are located and yet they are paying out money to them?” Rothenberg said in a podcast interview.

“Viewed from any normal logical framework that’s just nuts.”
Manners added: “We had a meeting of the Brand Safety Council the other week and we have decided we are going to follow a similar model. The principles they have (in the US) around self regulation apply to all and this is a global issue.”