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.”

Source:
Campaign Asia
Tags

Related Articles

Just Published

1 day ago

‘Creators are the new Hollywood,’ declares YouTube ...

Neal Mohan discussed how creators are driving growth in YouTube viewing on connected TV as part of the platform’s creator-heavy pitch during upfronts week.

1 day ago

Whisper unveils new phase of #KeepGirlsInSchool to ...

The latest poignant film seeks to normalise periods as healthy changes, empowering young girls to reshape their narratives around puberty.

1 day ago

IAS launches 'Election Lab' to help marketers ...

With major political events, marketers must be wary of a rise in news-related misinformation and risky content to protect brand reputation.

1 day ago

Google is fully embracing its AI era

Tech giant’s AI model Gemini will soon allow users to interact with it across Gmail and mobile apps, including a live voice chat feature and several multimodal advancements.