IAB Brazil, through its Brand Safety Committee, launched the Brand Suitability and Fraud Prevention Guide, a study aimed at guiding advertisers, agencies, technology companies, and media on how to protect and ensure more effective and secure communication in the digital environment. This is the second edition of the guide, updating the 2021 material.
The document defines the importance of Brand Suitability and Brand Safety for brand reputation, protection, and governance. 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, responsibly, and in compliance with the law in digital environments.
The 2024 edition highlights essential aspects of compliance, fraud prevention, and the use of new technologies, such as artificial intelligence and machine learning, in improving security mechanisms and brand adaptation. With the advancement of these tools, fraud detection solutions are becoming increasingly sophisticated, allowing brands to keep up with the changes in the digital environment dynamically.
The guide also dedicates a chapter to combating digital fraud, warning about the risks and damages that invalid traffic can bring to digital advertising investments. 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.
