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Advertising & Content Integrity

Native Advertising   I  Anti-Malvertising Best Practices

The Ad & Content Integrity working group helps identify risks to the interactive advertising and content publishing ecosystems and facilitates the development and adoption of best practices identified via a multi-stakeholder process.  Key areas of concern include the evolving use of native advertising; rapid rise in malicious ads (“malvertising”); failure to honor DNT settings and widespread use of tracking for data sharing; and increasing levels of click-fraud in the ad ecosystem. 

Read OTA's Vision for Trustworthy Advertising

While the online ad environment has become increasingly complex, publishers are facing rising economic pressures. Meanwhile, users have become increasingly concerned about privacy, security and the overall online experience. They lack controls over the tracking and collection of their data, and find their online experience degraded. The combined impact has been a fierce backlash in the form of ad blocking, which in turn has triggered an arms race of blocking the blockers. This shows the problem in stark relief: a clear consumer reaction against an ad environment that has gone too far, versus the deep and critical need for publishers to remain economically viable.

Together, these issues threaten to erode consumer trust, undermining online innovation and long-term sustainable revenue streams which keep online content and related services accessible to everyone. OTA embraces an ad-supported internet along with a positive consumer experience and calls for industry commitment to best practices that put the consumer experience first.

See the Committees page to join the working group (OTA members only)

MediaPost The Reckoning: Trust, Transparency, Science and Accountability (January 19, 2016)

DNT blog (September 2014)

ANA Media Transparency Report  (July 18, 2016)

U.S. Senate Report on the Security & Privacy Risks from Online Ads (May 14, 2014)

U.S Senate Hearing Video & Testimonies (May 15, 2014)

OTA Response to Senate Inquiry - Market Incentives, Regulation, Data Sharing & Collaboration with Law Enforcement (June 18, 2014)

OTA Submits Comments to IAB Draft Standards

In response to the Interactive Ad Bureau’s release of the Standard Ad Unit Portfolio Draft can call for public comments, Online Trust Alliance (OTA) submits the following comments and recommendations.  Over the past decade, OTA has worked closely with leaders in the advertising supply chain, including publishers, advertisers and ad networks to increase the trust of online advertising.  Reflecting increased consumer distain for online advertising and usage of ad blockers, OTA recently released a white paper entitled “A Vision for Trustworthy Adverting”.  In this paper OTA call

Jan 18, 2018
Fast Company

Over the past couple of weeks, internet users have been complaining of a new wave of hard-to-close, misleading, and malicious ads popping across websites big and small. Some of the ads even make it impossible for people to read news and other content by redirecting browsers to spammy sites or popping up mobile app store pages for undesired software.

Nov 16, 2016
Advertising Age

The Online Trust Alliance, comprised of a wide array of members including Microsoft, Twitter, programmatic ad-tech company OpenX, digital publisher group Digital Content Next, security software firms and even the National Association of Realtors, has published a paper calling on the ad industry to be more inclusive and holistic in its self-regulatory approach to cleaning up ad fraud and staving off the threat of ad blocking on the

Nov 16, 2016

The Online Trust Alliance wants to address the boycott of advertising by consumers running ad blocking, so it's calling on ad industry executives to get their heads out of the sand and step up to make several changes. "Someone running an ad blocker in their browser is boycotting advertising," said Craig Spiezle, president of the Online Trust Alliance.

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