Dive Brief: 

• The Interactive Advertising Bureau has solidified its list of guidelines for helping agencies and publishers avoid online traffic fraud. 
• The original list was published in December and few changes were made after the public comment period ended on Jan. 10. 
• IAB seems to put a lot of the burden to prevent fraud onto agencies, making suggestions like, "Buyers shouldn't cheap out." 

Dive Insight:

Agencies and publishers do have a big role to play when it comes to preventing online fraud. It pays for them to take precautions because they are protecting their purchases and stopping a cycle of fraud. For example, the suggestion "Buyers shouldn't cheap out" is in reference to ad buyers only caring about receiving the most impressions for the least amount of money, which results in fraudulent traffic to attain goals.