Swiss advertisers advise on identifying real clicks

The Association of Swiss Advertisers (SWA) recently published a white paper in collaboration with IAB Switzerland entitled ‘Invalid Traffic’. The report addresses false advertising interactions on websites and proposes definitions for what constitutes ad fraud as well as suggestions for certifying traffic on digital ads.

Currently, common identification systems are failing to differentiate between agencies, genuine customers, and those who seek to exploit ad space. ‘Invalid Traffic’ presents metrics to report on ad fraud and proposes ways to identify VPN users, adware, and cookie stuffing, among others.

The white paper is part of SWA and IAB Switzerland’s joint media transparency initiative.

For more information, please contact SWA.