Mobile advertising tags need to be scanned for fraud continuously, finds new Media Trust guidance


Scanning your mobile advertising tags just once in order to avoid mobile advertising fraud isn’t enough. That’s according to new guidelines issues by The Media Trust, which monitors online and mobile ad ecosystems. The firm has launched a report that provides guidelines for media companies on how to get rid of malware from digital ad supply chains.

The Media Trust issues new guidance on mobile ad fraud prevention

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The Trustworthy Accountability Group (TAG) report, which has been co-published by the American Association of Advertising Agencies (4A’s), the Association of National Advertisers (ANA) and the Interactive Advertising Bureau (IAB), focuses on four core areas: how to combat malware, eliminate fraudulent traffic, fight ad-supported Internet piracy and promote transparency. The TAG Anti-Malware Working Group has a range of senior executive members from over 50 key players in the digital ad ecosystem.

The guidelines suggest that it’s become necessary to consistently scan advertising tags and landing pages for malware ahead of ad launch and in between. It notes that scanning tags once just won’t do, because ad tags can be compromised at multiple stops throughout the ad ecosystems.

The Media Trust says that upon release of the new guide, hundreds of its malware-scanning clients which include publishers and advertising networks as well as DSPs and SSPs became instantly compliant. The firm has a SMART programme in place that also provides some solid support for these guidelines by scanning and inspecting each ad tag’s technical and creative component.

That way, The Media Trust can detect and alert clients on malware issues in real-time and across all major formats such as HTML5, rich media, video and native. In addition, SMART also ensures clients remain compliant towards government regulations.

It currently scans around 30 million ad tags and millions of websites each day.

Chris Olson, CEO, The Media Trust and member of TAG’s Anti-Malware Working Group, says:

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“Since 2005, The Media Trust has provided the online and mobile advertising ecosystems with real-time monitoring, detection and alerting services that ensure ad tags are always 100% malware free, regardless of the consumer’s platform, geography, operating system or digital behavior. The depth and breadth of our SaaS-based services not only allow us to instantly meet these current guidelines, but also exceed them. And it’s important to note we have successfully done so for the past 11 years.”