The industry is taking considerable steps to address ad fraud but it remains a threat. Any media investment committed by advertisers (and associated fees) found to be associated with invalid traffic / non-human impressions should be automatically refunded.

This is the fastest rising media issue on WFA members’ agendas. For advertisers to invest with confidence, comprehensive and rigorous safeguards are required, with responsibility assumed by platforms for the content carried on their sites.

Complete transparency throughout the media supply-chain (digital or otherwise), is critically important to advertisers. Full disclosure is required for pricing & trading, fees & costs, placement, data, and other areas.

Advertisers seek media inventory which is viewable, fraud free and brand safe. Verification of whether these criteria have been met should be received from an impartial third-party source. We do not accept self-reported data.

The way data is collected and used by some in our industry has played a part in reducing trust in online advertising. We need a fundamental shift towards an ecosystem built on trust, control and respect for people’s data.

Consumers are increasingly frustrated with ads that disrupt their experience, interrupt content and slow browsing. Advertisers require platforms and publishers to optimise towards the ad formats found by the Coalition for Better Ads to be less intrusive.