About Us
Why do we exist?
The Responsible Advertising Coalition (RAC) seeks to transform the digital advertising industry by addressing critical issues of invalid traffic (IVT), poor ad quality, and non-compliance. Invalid traffic, constituting an estimated 30% of all online traffic, undermines advertising effectiveness and results in significant financial losses. Invalid traffic is also associated with malicious consumer threats spanning malware, phishing, tech support scams and other attacks that impact the safety and financial wellbeing of anyone using the internet.
With the proliferation of AI both directly and indirectly in advertising, threats like phishing and disinformation will increase and become increasingly harder to detect and mitigate. AI tools, while offering immense potential for efficiency and targeting in digital advertising, also pose new challenges as they can be exploited to create sophisticated fraud schemes, misleading advertisements, and harmful content. The rise of generative AI exacerbates these risks, enabling malicious actors to produce hyper-realistic scams and disinformation at an unprecedented scale.
RAC’s mission is to promote quality, compliance, and transparency in digital advertising through collaboration and education. We aim to create a sustainable advertising ecosystem by uniting stakeholders to share data, develop standards, and drive accountability.