The future lies in the widespread adoption of certified media buys, aligned to advertiser values and human rights. Digital advertising should be viewable by humans, served in an appropriate editorial environment, and respectful of user experience and privacy. The industry should take the strongest possible measures to ensure this is the case, including detecting and tackling new areas of fraud.
Advertising fraud makes advertising less effective and funds organised crime, online hate speech and disinformation.
We advise four fundamental steps for an organisation to minimise their risk, which should be included in all agency briefs.
This overview outlines the first steps necessary to start adhering to each CAN manifesto:
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