PageFair joins TAG industry initiative, plans to use adblock expertise to help publishers fight “ad fraud”
July 17, 2017
Dublin, Ireland— 17 June 2018 — PageFair, the adblock experts who protect publishers from the revenue impact of adblocking, today announced that it has been approved as a participant in the TAG Registry by the Trustworthy Accountability Group (TAG).
TAG was established as an industry initiative to tackle criminal activity in digital advertising, including fraud and the “ad fraud bots” that masquerade as human users to steal from advertisers. These bots view and click on ads, which advertisers are charged for, even though humans never saw their ads. According to the World Federation of Advertisers, fraud could cost advertisers $16.4 billion dollars this year.
PageFair is equipping publishers to unblock their growing audience of adblock users. This enables publishers to limit fraud, because adblock users are visitors that websites can generally assume to be actual humans and not bots. (Ad fraud bots do not install adblockers because this would prevent them from viewing the ads they were built to click on). The unblocked audience that PageFair enables publishers to deliver views that are 100% human.
“We are very pleased that PageFair has joined the TAG Registry and undertaken the verification process necessary to take part in TAG’s programs to fight criminal activity and increase transparency in digital advertising,” said Mike Zaneis, CEO of TAG. “The fight against fraud is one of TAG’s central priorities, and we look forward to working with PageFair and our other member companies to address that issue and build a safer, more trustworthy supply chain.”
TAG Registered companies have been verified as legitimate participants in the digital advertising industry through a proprietary background check and review process powered by Dun & Bradstreet and approved by TAG. TAG Registration is a requirement to participate in TAG’s certification programs to fight ad fraud, ad-supported piracy, malware, and lack of transparency in digital advertising.
In addition to joining the TAG Registry, PageFair is also a participant in the new “ads.txt” system launched by the Interactive Advertising Bureau (IAB) and supported by TAG, which prevents imposter sites from stealing from advertisers and publishers.
“Every month we measure billions of adblock users visiting clients’ websites across the globe”, said Sean Blanchfield, CEO of PageFair. “These people are an antidote to the fraud problem that TAG is fighting against. And by serving them with LEAN formats we can fix the problems that drove them to install adblock in the first place”.
PageFair automatically renders ads as IAB LEAN and Coalition for Better Ads standard formats to improve UX and security. A joint brand safety study by PageFair, the UK advertisers’ trade body ISBA, the Advertising Research Foundation shows that these ad formats result in identical page satisfaction for all users, irrespective of whether they are adblock users or regular users.
PageFair’s latest annual “State of the Blocked Web” report shows that 615 million devices across the globe are blocking ads, and that the problem is growing. As eMarketer recently reported, both Google and Facebook are serving ads to adblock users already. PageFair is helping many publishers to do the same.
PageFair’s mission is to sustain the open web by re-establishing a fair deal between users and content creators. PageFair is the global authority on adblocking, cited by The New York Times, The Financial Times, The Economist, Advertising Age, Wired. PageFair protects publishers in three ways:
- Tamper-proof ad serving to unblock large publishers’ audiences.
- Tamper-proof ad serving and demand sourcing to unblock small & medium publishers’ audiences.
- Analytics to measure adblock activity.