Monday 14 January 2019 12:55 pm

World Federation of Advertisers sets up digital media taskforce to tackle fraud

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The World Federation of Advertisers (WFA) has created a global taskforce to tackle the growing problem of ad fraud and improve data transparency.

The WFA today said it has assembled a team of top marketing executives tasked with addressing the key challenges facing digital media.

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The group, known as the Global Media Board, will be headed up by Gerry D’Angelo, global media director at Procter & Gamble, and Mastercard’s senior vice president of global media, Ben Jankowski.

The taskforce includes members from Unilever, Volkswagen and Adidas and represents companies spending over $45bn (£35bn) on communications each year.

The WFA said the new board will be responsible for enforcing the principles outlined in its Global Media Charter published last year.

The charter identifies eight key concerns for digital advertisers, including ad fraud, data transparency and brand safety protection.

“Advertisers can no longer relinquish control of media, data and algorithms,” said D’Angelo.

“Together, we’re transforming the media industry, taking back control to lead mass disruption through active participation in industry bodies such as the WFA, and promoting measures as set out by the Global Media Charter.”

The digital advertising market has been plagued by online ad fraud, as artificial clicks from bots inflate and distort impressions.

The WFA has said it will pursue compensation for any advertiser whose campaign is found to be linked with invalid traffic or non-human impressions.

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Matt Green, global media lead at WFA, said: “The charter is not a magic solution to the challenges of the digital media space. It asks for change but it’s just a starting point.

“It lists the needs of the media investors who fund this ecosystem and makes clear that things cannot go on as they are.”