The IAB Brazil Anti-Fraud Committee - Interactive Advertising Bureau, an institution that works to stimulate the evolution of digital advertising in the country, brought together around 30 advertisers to discuss good practices in combating fraud in online advertising and contribute to the growth of investment in a conscious manner. The initiative is part of the Committee's strategic actions to increase market awareness of the importance of taking measures to prevent and combat this situation.
Lucas Nicoliello, media at Renault do Brasil, highlights the importance of events of this kind: "I believe that the Anti-Fraud Committee brings to light an extremely important issue for advertising professionals. As technology advances, the doors open to wolves in sheep's clothing. Identifying problems like this is of the utmost importance for optimizing efforts dedicated to the digital environment, which should be treated as a priority by the entire marketing industry."
The highlight of the meeting was the presentation of good practices in the fight against fraud, given by Páris Piedade Neto, chairman of the Anti-Fraud Committee and director of technology platforms at Globo digital media center, and Rafael Araújo, product manager at Tempest Security Intelligence. They spoke about the main types of fraud, highlighting the most damaging, which are classified as SIVT (sophisticated invalid traffic). This group includes situations that are difficult to identify, such as ad stuffingin which ads are intentionally hidden, stacked or covered up, with the intention of inflating their views; and the use of bots which infect computers and try to simulate human behavior by requesting ads without the user's control.
Cris Camargo, executive director of IAB Brasil also stresses the importance of exchanges: "IAB Brasil is a safe environment and a discussion forum that allows the digital advertising industry to exchange experiences. Advertisers, agencies and publishers find in our committees, especially the Anti-Fraud Committee, an excellent source of guidance for carrying out safe and successful campaigns."
The main types of digital fraud and details of how to protect yourself from them are available in the "Guide to Good Practices in Combating Fraud", prepared by IAB Brasil, available for free download here link. An abridged video version of the guide can be seen at link.
Source: Adnews