Staff Reporters
Feb 3, 2023

Audio advertisers beware: New ad fraud uncovered in CTV inventory

Audio streaming penetration in Southeast Asia reached 82.1% in H1 2022 and is only expected to grow, according to Emarketer.

Audio advertisers beware: New ad fraud uncovered in CTV inventory

A new ad fraud in audio inventory has been uncovered that has cost advertisers up to $1 million per month.

In 2019, a new fraud scheme known as BeatSting was first detected by Double Verify, becoming part of the growing family of server-side ad insertion (SSAI) scams.

This particular scam focuses on connected TV (CTV) inventory, where fraudsters start by pretending to be residential IP addresses and audio apps. They then establish fake SSAI servers to deceive audio ad requests, making the inventory seem desirable to advertisers.

Suppose an advertiser falls for this scam and places a winning bid. In that case, their ad money is wasted on a fraudulent opportunity, with the fraudsters profiting at the expense of legitimate audio channels. These scammers are not only stealing from advertisers but also undermining the integrity of the audio advertising industry.

The DV Fraud Lab has reported a significant surge in fraudulent activity targeting audio channels in the early months of 2022. Previously, they had seen only minor instances of this type of attack, but this is the first time that the fraudsters have managed to generate fake audio traffic on a large scale through big audio platforms.

“Fraud always follows the money, and increasingly that money is flowing to digital audio, a rapidly emerging channel where digital advertising standards are still evolving,” said Mark Zagorski, chief executive officer at DoubleVerify

“CTV continues to experience this phenomenon and, increasingly, audio is quietly becoming a new channel of interest and attack.”


Related Articles

Just Published

1 day ago

Cannes Lions Creative Strategy jury president eyes ...

CANNES LIONS JURY PRESIDENT Q&A: Campaign speaks with Publicis Groupe's SEA CEO Amrita Randhawa to understand what brands and agencies should be aware of in their entries.

1 day ago

Women to Watch Greater China 2023: Shuang Xu, BCW

From delivering growth to winning awards to transforming the business and creating new tools and capabilities while nurturing teams, Xu has basically done it all, leading by example.

1 day ago

The grades are in: Agency Report Cards debut Monday

We assessed 30 APAC agency networks—in great detail. The in-depth report cards on their 2022 performance in growth, innovation, creativity and effectiveness, DEI and sustainability, and overall management quality, will be revealed on Monday.

1 day ago

TikTok isn’t a saint, but it shouldn’t be seen as ...

Campaign's tech and media editor shares his thoughts on TikTok's CEO Shou Zi Chew's more than five-hour-long testimony in front of the US Congress.