IAB Brazil launches Brand Suitability and Fraud Prevention Guide for Digital Advertising

IAB Brazil, through its Brand Safety Committee, has launched the Brand Suitability and Fraud Prevention Guide, a study that aims to guide 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, which updates 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 risk.The goal is to provide the market with the tools necessary to operate safely, responsibly and in compliance with the law in digital environments.

The 2024 edition highlights essential aspects of adequacy, fraud prevention and use of new technologies, such as the use of artificial intelligence and machine learning, in improving the security mechanisms and adaptation of brands. With the advancement of these tools, fraud detection solutions become increasingly sophisticated, allowing brands to follow the changes of the digital environment dynamically.

The guide also dedicates a chapter to combating digital fraud, warning about the risks and losses 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 the link.