Hasta La Creative!

The industry’s trade associations are prepared to hold publishers and ad buyers responsible for the quality of traffic they purchase. It’s one way the Interactive Advertising Bureau, the American Association of Advertising Agencies and the Association of National Advertisers plan to take on ad fraud.

“There will be absolutely new obligations on publishers, networks and exchanges to filter this stuff out,” said IAB exec-VP Mike Zaneis in an interview with Ad Age.

The details come after a mostly vague initial announcement in which Mr. Zaneis told the Wall Street Journal the groups’ new joint initiative to tackle ad fraud was about “not just talking about trust in the supply chain but committing the entire industry to actually following through.”

Continue reading at AdAge.com