{"id":8368,"date":"2024-05-10T13:13:17","date_gmt":"2024-05-10T12:13:17","guid":{"rendered":"https:\/\/oko.uk\/?p=8368"},"modified":"2024-05-10T13:13:17","modified_gmt":"2024-05-10T12:13:17","slug":"ctv-ad-fraud-tips-and-tricks-for-avoiding-the-scammers","status":"publish","type":"post","link":"https:\/\/cool.co\/supply-side-platform-home\/ctv-ad-fraud-tips-and-tricks-for-avoiding-the-scammers\/","title":{"rendered":"CTV Ad Fraud: Tips And Tricks For Avoiding The Scammers"},"content":{"rendered":"<p><span style=\"font-weight: 400\">Wherever there are ads, there are bound to be fraudsters trying to skim off the top of your ad budgets.  In this blog post, we explain how CTV ad works \u2014 and how to avoid it.<\/span><\/p>\n<p><span style=\"font-weight: 400\">Around 3,750 years ago, a customer named Nanni chiseled a complaint into a stone tablet, saying he was overcharged for poor-quality copper by a local merchant. This tablet, which is part of the British Museum, shows two things:<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400\"><span style=\"font-weight: 400\">Fraud has always been a risk when doing business, and<\/span><\/li>\n<li style=\"font-weight: 400\"><span style=\"font-weight: 400\">Customers have always been unwilling to stand for it.<\/span><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400\">This is still true today, where even in a new, high-tech industry like connected TV (CTV) advertising, fraud is still a concern. In fact, as the CTV industry has grown and attracted more investment, the lure for fraudsters has grown with it. Some estimates place the cost of CTV ad fraud in <a href=\"https:\/\/doubleverify.com\/newsroom\/ctv-ad-fraud-surges-with-a-69-increase-in-bot-fraud-in-2022-and-significant-growth-in-ctv-fraud-schemes\/\" target=\"_blank\" rel=\"noopener\">the billions<\/a>.<\/span><\/p>\n<p><span style=\"font-weight: 400\">At OKO, we\u2019re well-versed in both the opportunities and challenges of doing business online. That\u2019s why, in this blog post, we\u2019ll show you how CTV ad fraud works \u2014 and how to avoid it<\/span><\/p>\n<p><b><i>Case Study<\/i><\/b><i><span style=\"font-weight: 400\">: find out how OKO was able to boost Loop Media\u2019s revenue by 500% \u2014 <\/span><\/i><a href=\"https:\/\/oko.uk\/case-study\/oko-was-asked-to-boost-loop-tvs-revenue-per-month\"><i><span style=\"font-weight: 400\">on the first day.<\/span><\/i><\/a><\/p>\n<h2><strong>What Is CTV Ad Fraud?<\/strong><\/h2>\n<p><span style=\"font-weight: 400\">One of the benefits of <a href=\"https:\/\/oko.uk\/blog\/the-ctv-advantage-key-benefits-to-maximizing-your-monetization-potential\" target=\"_blank\" rel=\"noopener\">CTV<\/a> is that all ads are 100% viewable, as they\u2019re always centered within the screen. They\u2019re also frequently unskippable, or only skippable after you\u2019ve allowed a chunk of the ad to play. But there are still ways to serve impressions that aren\u2019t seen by anyone: if a user falls asleep on the couch, for example. This kind of shrink isn\u2019t fraud, but it\u2019s a window into how fraud can happen:<\/span><\/p>\n<p><span style=\"font-weight: 400\"><em><strong>CTV ad fraud is when ad attribution and engagement is actively, deliberately, and maliciously manipulated in order to collect revenue from an advertiser<\/strong><\/em>.<\/span><\/p>\n<p><span style=\"font-weight: 400\">CTV ad fraud is no laughing matter and it generally falls under very specific categories. Once you understand these categories and how they operate, they become a lot easier to identify and prevent.<\/span><\/p>\n<h2><strong>Types Of CTV Ad Fraud<\/strong><\/h2>\n<p><span style=\"font-weight: 400\">Ad fraud on CTV functions very much the same way as ad fraud on any other digital platform. Here are some example types:<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400\"><b>Ad Stacking: <\/b><span style=\"font-weight: 400\">In \u201cad stacking,\u201d a fraudster layers several ads on top of one another. To the viewer at home, only the top ad is visible. But advertisers are being charged for ads that nobody could see, or for multiple duplicate impressions.<\/span><\/li>\n<li style=\"font-weight: 400\"><b>Ad Injection: <\/b><span style=\"font-weight: 400\">One of the more-unscrupulous methods, ad injection is when a bad actor inserts additional ads into a CTV broadcast. These typically occur via compromised wi-fi, malware browser extensions, and other forms of hacking.<\/span><\/li>\n<li style=\"font-weight: 400\"><b>Domain Spoofing: <\/b><span style=\"font-weight: 400\">with domain spoofing, fraudsters pose as legitimate CTV publishers, in order to trick advertisers into placing ad bids on fake ad slots. The scammers alter device IDs, create fake apps, and manipulate headers to convince advertisers they are buying impressions on legitimate channels. Sometimes those ads aren\u2019t shown at all, and sometimes the traffic is dumped somewhere incredibly low-quality. Either way, the advertiser isn\u2019t getting what they paid for and the real publisher\u2019s reputation takes a hit.<\/span><\/li>\n<li style=\"font-weight: 400\"><b>Bot Traffic: <\/b><span style=\"font-weight: 400\">Though we all know the booming benefits of AI in adtech, unethical individuals can use software programs, called \u201cbots,\u201d to pose as legitimate viewers to game impression and engagement data. This method inflates the success of CTV ad campaigns by essentially showing ad content to robots pretending to be people.<\/span><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400\">As you can see, these methods are frequently the same sort of trick scammers have been using to game the system on web ads, social media, and more. As a certain copper merchant could tell you, there\u2019s nothing new under the sun.<\/span><\/p>\n<p><span style=\"font-weight: 400\">So what methods can we use to avoid CTV ad fraud?<\/span><\/p>\n<h2><strong>Avoiding CTV Ad Fraud<\/strong><\/h2>\n<p><span style=\"font-weight: 400\">While the methods scammers use to commit ad fraud are nothing new, we\u2019ve also got solutions, new and old, to keep advertisers and publishers safe from fraudsters. Solutions like:<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400\"><b>Work With Partners You Can Trust: <\/b><span style=\"font-weight: 400\">This is somewhat obvious, but when you\u2019re moving into a new sector of the industry, it can be easy to get overwhelmed and overlook the obvious. Publishers and publisher partners who have a good track record for authenticity and success are always the best starting place. Looking for partners who have Google\u2019s <a href=\"https:\/\/oko.uk\/blog\/google-mcm-vs.-google-gcpp-whats-the-difference\" target=\"_blank\" rel=\"noopener\">MCM and\/or GCPP<\/a> certifications is a good way to make sure your partners are vetted for their honesty and accuracy.<\/span><\/li>\n<li style=\"font-weight: 400\"><b>Fraud Detection\/Prevention Tools: <\/b><span style=\"font-weight: 400\">If fraud detection and prevention is something you\u2019re attempting to handle yourself, there are detection and prevention tools on the market with this in mind. Outlets such as HUMAN Security, DoubleVerify, and others use a combination of methods to vet traffic and check for suspicious activity. Obviously, these services aren\u2019t free, and deciding which one is right for you is another project by itself.<\/span><\/li>\n<li style=\"font-weight: 400\"><b>Common Sense: <\/b><span style=\"font-weight: 400\">Hopefully, you know your own brand and creatives well enough to know when performance seems hinky. While fraudulent traffic can sometimes go to lengths to appear legitimate, the data will typically have some \u201ctells.\u201d If your campaign is supposed to be targeting American baseball fans, but your user location data is showing a lot of engagement from Russia, for example, then someone is probably fluffing their numbers with bot-farming. Keeping an eye on the specifics of your reporting (which your partners should be transparent about) can help tip you off to any scams.<\/span><\/li>\n<li style=\"font-weight: 400\"><b>Keep Up On The Industry: <\/b><span style=\"font-weight: 400\">Alerts about ad frauds and other threats are often widely-publicized in various industry sites, news feeds, etc. Keeping in good communication with your network, participating in conferences and trade shows, and keeping an ear out for law enforcement bulletins can all help you stay updated on the latest ways scammers are trying to get you.<\/span><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400\">Of course, if you\u2019re trying to keep thieves out of your house, locking the doors or getting a big dog, or paying for an alarm system are never as effective as <em>doing all of those things at the same time.<\/em> And one of the best ways to do that is via multi-factor conversion mapping.<\/span><\/p>\n<h2><strong>Multi-Factor Attribution<\/strong><\/h2>\n<p><span style=\"font-weight: 400\">Spoofing one aspect of impressions or engagement can be easy for scammers, but if you force them to fake multiple aspects of a conversion at the same time, it gets progressively harder. Eventually, it becomes easier for them to just do legitimate business, and at that point, you\u2019ve got a lot less to worry about.<\/span><\/p>\n<p><span style=\"font-weight: 400\">Utilizing a variety of methods simultaneously \u2014 like device mapping, IP address tracking, timestamp analysis, and more \u2014 makes it not only easier to determine whether impressions and conversions are genuine, but also help clean out the signal from the noise to ensure you\u2019re getting the most accurate data possible.<\/span><\/p>\n<p><span style=\"font-weight: 400\">So first, you\u2019d check to see if ad impressions were served against an IP address, and then you\u2019d check the timestamp of that ad impression. By combining various forms of impression and conversion data, you can trace an ad impression to multiple devices on the same household network, ensuring accurate data. And importantly, spoofing that level of granularity is harder for scammers to accomplish.<\/span><\/p>\n<h2><strong>Final Thoughts<\/strong><\/h2>\n<p><span style=\"font-weight: 400\">The reason scammers are getting drawn to CTV is the same reason everybody else is: it\u2019s got a lot of potential to be incredibly lucrative. So far, the increased technical barriers for entry mean that CTV is still less prone to fraud than online adtech as a whole \u2014 and if you follow our advice, the risk to you starts to evaporate.<\/span><\/p>\n<p><span style=\"font-weight: 400\">If you\u2019re a publisher still concerned about CTV ad fraud, then OKO is a partner that has your back. As a Google Certified Publishing Partner, OKO\u2019s had a reputation for honesty and success since we were founded in 1996. We can get you started on your CTV journey the right way. You can get started out today by reaching out to our team.<\/span><\/p>\n<div id=\"professor_prebid-root\"><\/div>\n<div><\/div>\n<div id=\"professor_prebid-root\"><\/div>\n<div><\/div>\n<div id=\"professor_prebid-root\"><\/div>\n<div><\/div>\n<div id=\"professor_prebid-root\"><\/div>\n<div><\/div>\n<div id=\"professor_prebid-root\"><\/div>\n","protected":false},"excerpt":{"rendered":"<p>Wherever there are ads, there are bound to be fraudsters trying to skim off the top of your ad budgets. In this blog post,<\/p>\n","protected":false},"author":1,"featured_media":9292,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"inline_featured_image":false,"footnotes":""},"categories":[2],"tags":[34,35],"class_list":["post-8368","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-tips","tag-ctv-ad-fraud","tag-tips-and-tricks-for-avoiding-the-scammers"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.3 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>CTV Ad Fraud: Tips And Tricks For Avoiding The Scammers | Supply-Side Platform | COOL Media (formerly OKO Digital)<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/cool.co\/supply-side-platform-home\/ctv-ad-fraud-tips-and-tricks-for-avoiding-the-scammers\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"CTV Ad Fraud: Tips And Tricks For Avoiding The Scammers | Supply-Side Platform | COOL Media (formerly OKO Digital)\" \/>\n<meta property=\"og:description\" content=\"Wherever there are ads, there are bound to be fraudsters trying to skim off the top of your ad budgets. 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