JICWEBS Report Defines 16 Varieties of Ad Fraud
- Thursday, October 22nd, 2015
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UK ad standards body JICWEBS (Joint Industry Committee for Web Standards) has published a taxonomy of online ad fraud, for advertising measurement purposes.
The report outlines the various types of non-human traffic, broken down into illegitimate and non-human traffic sources, hijacked tags, site or impression attributes, ad creative and non-traditional/other traffic.
“Even though the taxonomy identifies 16 different malicious, possibly fraudulent, and non-malicious sources of non-human traffic, it isn’t an exhaustive list,” said JICWEBS’ chairman Richard Foan. “However, it is another important step in reducing the risk of online ad fraud.” 
You can read the full report here.
The taxonomy is the second stage in JICWEBS efforts to tackle ad fraud. The next step is reviewing companies that claim to apply the industry-agreed best practices, in order to award the JICWEBS seal.
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