Centro’s Basis Programmatic Ad Platform Meets the Requirements for Preventing Fraudulent Non-Human Traffic in the Digital Advertising Supply Chain
Chicago – Centro (www.centro.net), a provider of enterprise-class software for digital advertising, today announced that it has been awarded with the “Certified Against Fraud” seal from the Trustworthy Accountability Group (TAG). TAG (www.tagtoday.net) is an advertising industry initiative to fight criminal activity in the digital advertising supply chain. Its Certified Against Fraud program is designed to combat fraudulent non-human traffic. The program puts organizations in the ad industry through a rigorous process to ensure that they meet TAG’s anti-fraud standards. Centro has met all the steps required by TAG.
Ad fraud is the practice of serving digital ads that have no chance of being viewed by a human user or are misrepresented. This wastes ad spend, diverts revenue from principled publishers, and fools marketers into thinking that they are performing well. Generating non-human traffic to create paid ad impressions is a specific fraudulent tactic that uses illegitimate software programs (also known as bots) to simulate human web surfing on a web browser.
“The media and advertising industry needs leadership from powerful organizations that can effect change and stamp out bad behavior in our space,” said Mike Zaneis, CEO of TAG. “Centro is putting a premium value on audience and inventory quality by participating in our anti-fraud program and orienting its system to meet our high degree criteria for digital media.”
To ensure that its technology platform meets TAG’s standards for the anti-fraud program, Centro completed steps related to complying with the Media Rating Council’s (MRC) Invalid Traffic (IVT) Detection and Filtration Guidelines, domain list filtering, data center IP list filtering, and TAG’s Payment ID System. By using Basis, Centro’s programmatic ad platform, advertisers and agencies are choosing a demand-side platform (DSP) that is proactively monitored to defend against fraud. For more knowledge, tips and techniques to minimize ad fraud, visit: www.centro.net/blog/ask-
“The digital media industry needs collective efforts that serve to elevate the quality, transparency and cleanliness of digital advertising,” said Ian Trider, director of RTB platform operations, Centro. “Centro prioritizes delivering valuable inventory for customers, and it shows in how we provide users up-to-date technology and best practice education to minimize the risks for ad fraud.”
Known for its ease-of-use, Centro’s Basis encompasses next generation programmatic software and a media buying business ecosystem. This combined SaaS solution boosts team and campaign performance by enabling advertisers to integrate real-time bidding (RTB), direct, search and social advertising into one campaign planning platform. It offers robust brand safety controls, omni-channel reach and campaign optimization and analysis — all orchestrated through an all-in-one digital media system.
Basis features that minimize ad fraud (in addition to TAG’s anti-fraud measures) include:
• Direct-to-publisher communication for RFPs, negotiation, billing and more.
• PMP deals via programmatic buying channels that ensure advertisers receive impressions directly from the publisher and avoid buying misrepresented inventory.
• Automatic pre-bid filtration and avoidance of multiple types of known fraudulent traffic.
• Availability of pre-bid data segments from comScore, DoubleVerify, Integral Ad Science, Peer39, and others, to help avoid bidding on fraudulent impressions.
• Ability to integrate third-party vendors’ fraud measurement technology to audit and measure campaigns as they run.
About Centro
Centro (www.centro.net) is a provider of enterprise-class software for digital advertising organizations. Its Basis technology platform centralizes, organizes and automates all digital media campaigns across all channels, accessing both guaranteed and biddable inventory, to achieve any objective. Our holistic approach gives marketers a single system of record to fulfill their research, planning, buying, optimization, reporting and reconciliation needs. Headquartered in Chicago with 32 offices in North America, Centro has received numerous accolades for its commitment to employees and workplace culture.
About the Trustworthy Accountability Group
The Trustworthy Accountability Group (TAG) is the leading global certification program fighting criminal activity and increasing trust in the digital advertising industry. Created by the industry’s top trade organizations, TAG’s mission is to eliminate fraudulent traffic, combat malware, prevent Internet piracy, and promote greater transparency in digital advertising. TAG advances those initiatives by bringing companies across the digital advertising supply chain together to set the highest standards. TAG is the first and only registered Information Sharing and Analysis Organization (ISAO) for the digital advertising industry. For more information on TAG, please visit tagtoday.net.
