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CTV boom brings fraud in its wake
Growing digital video and streaming viewership is attracting more ad spend, and as these spike in the holiday season, so too fraudulent activity is rocketing, says software company DoubleVerify (DV).
The measurement company reports a significant rise in fraudulent traffic on online video and CTV since mid-October. Specifically, in a sampling of unprotected programmatic inventory, DV determined that as much as 6.6% of “video” ads and 18% of “CTV” ads were actually fraud or sophisticated invalid traffic (SIVT).
And it identifies two particular fraud schemes:
Leo Terra, in which fraudsters set up counterfeit SSAI (server-side ad insertions) servers and then manufacture CTV inventory across an unlimited number of apps, IPs and devices – up to 20.5 million a day in mid-November, or 40x more than the average of the previous three months.
Cello Terra, in which fraudsters use mobile apps to run background ads and falsify CTV traffic. The scheme has tripled its number of spoofed CTV devices and fraudulent impressions to maximise ad revenue in Q4.
Why it matters
Advertisers already face rising CPMs during the holiday build up and fraud adds an extra squeeze on investment by misrepresenting impressions. And constant use of new fraud techniques means entities selling fraudulent inventory may not be directly responsible or even understand that fraud is taking place.
“While fraud normally peaks in Q4, we have found that the volumes this year are already higher compared with Q4 of 2020 — and we’re barely into December” – Mark Zagorski, CEO at DoubleVerify.
多样性、公平性和包容性需要发挥作用。在客户和机构层面，这一领域仍然存在挑战，机构继续缺乏内部多样性，而客户则在努力实现 DEI 议程。
来自伟门汤普森中国的 Joyce Ling、Leo Burnett Chicago 的 Aki Spicer、MediaCom 的 Anush Prabhu、We Are Social 的 James Honda-Pinder、22feet Tribal Worldwide 的 Mehak Jaini、The Secret Little Agency 的 Eunice Tan 等领先战略家的专家评论和 OLIVER Agency 的 Nick Myers，可以在这里阅读。