TAG – The Trustworthy Accountability Group, an industry association that fight against criminal activities in digital advertising, has launched a program to block illegal and non-human ad traffic generating from data centers.
With this pilot program TAG will use the Google’s database of data center IP addresses and then increase it based on bigger industry intelligence. Google’s shared blacklist can support to recognize bots, which are being run in data centers however generally, avoid detection by the ABC/IAB International Spiders & Bots List. These bots are tough to detect because they cover up as human visitors by utilizing User-Agent strings, which are vogue from those of common Web browsers.
In the month of May, Google’s blacklist strained 8.9% of all clicks on DoubleClick Campaign Manager alone. Without straining these fake clicks, click-through rates would have been overrated, leading to a major financial damage for advertisers.
Google ad traffic quality product manager, Vegard Johnsen wrote in a blog post “by contributing to our data-center blacklist to the TAG, we expect to help others in the industry protect themselves.
Yahoo, Rubicon project, Quantcast and Facebook are some of the leading companies, which take part in TAG’s new program. Dr.Neal Richter, chief technology officer for Rubicon Project says, “We are dedicated to work on cooperative technology with other industry leaders who share our conviction that a well-lit, clean and high-quality advertising marketplace is in the best interest of not just advertisers, however consumers and publishers also.
This new program is complementary to the TAG’s Fraud Threat List, which was introduced in May. Soon, The TAG Anti-Fraud Working Group will launch a set of principles for public comments, which will be integrated in the final program. By the end of 2015 the ad-fraud tool will be accessible.