Brand Safety and Ad Fraud

Today's technological underpinnings are vulnerable to subversive elements that can undermine brand safety and expose opportunities for the theft of a brand's precious media investments.

The ANA has partnered with a global coalition of platforms, marketers, and agencies to eliminate fraudulent traffic, combat malware, fight ad-supported internet piracy, and promote brand safety through greater transparency.

The Challenge

The current supply chain structure makes it easy and attractive to commit ad fraud with little chance of retribution, while brand-unsafe exposure, such as ads appearing on sites containing violent, extremist, and sexual content, can do profound damage and compromise the entire marketing ecosystem.

The ANA’s Response

Not only has the ANA commissioned multiple White Ops studies on ad fraud, we are also a founding stakeholder of the Brand Safety Institute and the Trustworthy Accountability Group, and play a key role in the Global Alliance for Responsible Media (GARM), designed to make brands safe through a global collaboration of platforms, marketers, and agencies.

Marketing News

TikTok Argues Its Case to the Supreme Court

by Andrew Eitelbach, 1 week ago

In an emergency hearing before the Supreme Court, TikTok argued against the constitutionality of a law that would force its China-based parent company ByteDance to divest from the social app or see it banned in the U.S.

Leading Edge

The Flight to Quality Could Turn the Open Web into a Walled Garden

by Jon Durkee, 2 weeks ago

In the past year, reports exposed the problem with MFA websites and advertisers began their “flight to quality,” rooting out questionable websites from their plans. Clearly, ensuring that advertisers only pay for inventory on real websites is a good thing. Not only should advertisers’ outcomes improve, focusing media spend on quality content ensures that publishers with integrity earn revenue, supporting their businesses and giving audiences better experiences and better information.

Leading Edge

Responsible Marketing: Getting It Wrong the Right Way

by Lola Bakare, 2 weeks ago

For many brands, corporate fragility is the Achilles’ heel that prevents them from admitting wrongdoing or accepting criticism, even at the expense of their own credibility and integrity. Instead of embracing feedback as an opportunity for growth, fragile organizations recoil from criticism, opting to deflect blame or bury their heads in the sand. This defensive posture stems from the misguided belief that admitting fault is a sign of weakness rather than brand strength.

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Training

Equipping marketers with the skills they need to advance their careers, their brands, and the industry.

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1-Day Conferences

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Committees

Bringing marketers together to learn from each other and debate new approaches and solutions to industry hurdles.

A benefit of ANA membership, committee meetings feature a mix of member case studies, perspective from outside experts, and benchmarking/best-practice sharing that drive thought leadership on key industry issues. Each ANA committee meets three to four times per year and can be attended in person or remotely. Depending on the committee, 10 to 30 participants may attend — big enough for diversity of opinion, yet small enough for more intimate exchanges.

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