The IAB Brazil, through its Brand Safety Committee, launched the Brand Suitability and Fraud Prevention Guide, a study aimed at guiding advertisers, agencies, technology and media companies on how to protect and ensure more effective and secure communication in the digital environment. This is the second edition of the guide, that updates the 2021 material
The document defines the importance of Brand Suitability and Brand Safety for reputation, protection and governance of brands. According to data compiled by the guide, 69% of consumers are less likely to buy a product if the brand is associated with misinformation
The guide is an important tool for brands to communicate without risks. The goal is to provide the market with the necessary tools to operate safely, responsible and compliant with the law in digital environments
The 2024 edition highlights essential aspects of compliance, fraud prevention and use of new technologies, how the use of artificial intelligence and machine learning, in the improvement of security mechanisms and adaptation of brands. With the advancement of these tools, fraud detection solutions are becoming increasingly sophisticated, allowing brands to keep up with changes in the digital environment dynamically
The guide also dedicates a chapter to combating digital fraud, alerting about the risks and damages that invalid traffic can bring to investments in digital advertising. According to IAB Brazil, it is necessary to use robust filtering mechanisms and verification platforms that ensure the transparency and effectiveness of campaigns. To download the guide, access thelink.
