IAB Brasil, through its Brand Safety Committee, has 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, updating the material from 2021.
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 safely. Its objective is to provide the market with the necessary tools to operate securely, 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 dynamically keep pace with changes in the digital environment.
The guide also dedicates a chapter to combating digital fraud, warning about the risks and losses 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 guarantee the transparency and effectiveness of campaigns. To download the guide, access the link .
