In a push to end ad fraud, ad tech and brand advertising company TubeMogul has pledged to refund advertisers if their ad is seen by something non-human.
The ads will be identified as having fraudulent views by digital security company White Ops.
Ad fraud is a prevalent issue in the industry and one that has seen many agencies surge forward it their attempts to tackle it, despite some claims we will never completely be rid of ad fraud.
White Ops is one such driver in depleting ad fraud, having already partnered with video ad tech company Videology last year.
The initiative from TubeMogul will see its clients receive credits on a monthly basis for video ad impressions served where White Ops has deemed the environment fraudulent.
“We can measure all we want, but until there is clear accountability in the system, it’s hard to make significant progress on fixing the problem,” said Michael Tiffany, CEO and co-founder of White Ops.
“Brands need to demand, and providers need to accept, responsibility for the elephant in the inventory. TubeMogul’s bold program is throwing down the gauntlet, and others like it will help move the industry forward.”
The initiative will begin on April 1 and will be available for TubeMogul clients that have a master services agreement with the company.
“The NHT Credit Program now gives our clients total certainty as a matter of policy. Anyone can say that they are blocking suspicious or non-human traffic, but trust is earned in advertising. We hope that others will follow suit,” added Brett Wilson, CEO and co-founder of TubeMogul.