Another CTV ad fraud scheme has hit servers in recent weeks — the second one discovered this year — with a estimated advertising cost of $5 million per month, according to DoubleVerify. This follows the ParrotTerra scheme discovered in February by DoubleVerify, estimated to have cost a much greater $30 million to $50 million in ad dollars, spoofing some 3.7 million devices.
AdLedger, a nonprofit consortium using blockchain and cryptocurrency to fight fraud, released a report Wednesday showing that 18% of the 8 trillion ad requests for OTT inventory are fraudulent. The report also found that the three main types of fraud plaguing OTT are misrepresentation, similar to domain spoofing in digital (where unscrupulous ad networks or exchanges obscure the nature of their traffic to resemble legitimate websites); app-based fraud, when the same OTT app shows a high rate of constant activity; and device-based fraud.
That’s how much advertisers stand to lose in 2017, says a new report, which notes programmatic sees a disproportionate share of fraud.
Senators Mark Warner (D-Va.) and Charles Schumer (D-N.Y.) sent an open letter to Federal Trade Commission Chairwoman Edith Ramirez on Monday, inquiring about the current state of ad fraud.
Digital fraud and viewability issues are leading advertisers to shift their money back to television in a growing trend according to a report from the Standard Media Index. Bill Cromwell looks at the slowdown in digital growth reflected in the report and the depth of advertisers’ concerns.
Study: One of every three digital ad dollars is scammed and it’s expected to get worse, but little’s being done to combat it. Buyers have scant sense of its scope.
Ad buying was once relatively linear. Advertisers bought the ad space from the publisher, the ad was placed, and then the results were verified by a neutral third-party such as Nielsen. The viewer either believed the ad or they didn’t, and the opportunity to be deceived was limited exclusively to the consumer. The advent of computers and smartphones and the subsequent rise of digital ads introduced an entirely new dynamic to truth in advertising: brands and publishers were now exposed to the potential for victimization.