“On TELEVISION & & Video” is a column checking out opportunities and difficulties in innovative TELEVISION and video..
Todays column is by Jean-Christophe Peube, SVP, Analytics & & Customer Experience, Smart.
Gangsters constantly follow the cash. And today, all roads lead the digital ad scammers to the excessive (OTT) and linked TV (CTV) space, where rates are high and avoidance protocols are nowhere near as established as those in screen advertising..
While CTV/OTT stock need is strong, the supply of premium impressions is restricted. This lack has actually incentivized fraudsters to trick advertisers into purchasing nonexistent stock. While current reporting from DoubleVerify suggests CTV ad fraud is down, this type of void inventory will likely be an ongoing hazard for the foreseeable future..
Vigilance is important, because brand names in pursuit of scale will always have to go even more down the long tail of online video, where impropriety typically prowls.
Fragmentation, an absence of standardization in bundled IDs and measurement difficulties are a few of the vulnerabilities scammers can make use of. And naturally, we also are still handling the perverse incentives of numerous skilled yet cynical players who are completely ready to generate income from bad advertisement quality.
Another enabler of ad scams is our industrys runaway fixation on efficiency marketing. Many advertisers who are really interested in brand safety and suitability dont make the effort and effort to understand whats taking place. The mantra has regretfully become “deliver at all costs,” with “quality” a nice-to-have..
Here are three concerns that have popped up in the scams area and how marketers can safeguard versus them.
Traffic arbitrage or “looping” at scale.
Today, brand-new spaces in prevention procedures are being exploited. Scammers misrepresent stock types at a level that makes the domain spoofing of yesteryear appear quaint by comparison..
Heres the good news. Marketers can resist with a strong supply course optimization technique that deploys sellers.json at scale. Doing so will considerably alleviate the above tactics.
And if we as an ecosystem can coalesce around only premium SSPs and DSPs– those that prohibit in-banner video, which is especially susceptible to arbitrage– this issue would largely be removed..
Old school programmatic “blind guidelines” are still prevalent.
Part of the issue in digital ad fraud lies in legacy practices that are still being exploited.
When real-time bidding started, premium publishers insisted that SSP partners construct “transparency rules” to create “packaged inventory” that would monetize better. This added murkiness, not transparency..
Without standardized package IDs, legitimate integrations are vulnerable to bad stock being funnelled with forged bundle IDs. Bad actors continue to pass off substantial video traffic as premium, in-stream, consequently monetizing at rates 2x-3x above where they should..
There are effective third-party solutions that can be applied to effect package ID standardization. They can also discover bundle spoofing..
Not all video is produced equal.
Its a little humiliating to admit, however we as an industry have yet to choose a clean technical definition of what makes up “video.” There are many discrepancies when it concerns the OpenRTB fields used to flag video segments in SSP and DSP systems industrywide..
This makes it possible for fraudsters to misrepresent unsold video stock according to type (in-stream, interstitial, in-banner, in-feed); gadget and channel (mobile phone, desktop, set-top box, tablet, TELEVISION, game console); environment (mobile web, in-app, desktop); and ad break type (pre-roll, mid-roll, post-roll) for CTV..
Unsold in-app interstitials or outstream stock are paraded in front of need partners as 100% pre-roll in-stream inventory. Establishing groups for quality monitoring to examine suspicious advertisement positionings is the most reliable method to protect versus these bad practices for the time being.
When the Association of National Advertisers put out an RFP in April to investigate programmatic media openness, a great deal of folks were uneasy. The previous ANA Ebiquity research study, a couple of years ago, shone the spotlight on the lack of transparency in trading practices at holding business media agencies that made a big effect on client-agency relations. Hopefully this new effort will be a driver for tidying up the programmatic supply path in a comparable style. There is a lot that all of us can do individually to collectively fight the growing hazard.
Follow Smart (@SmartAdServerEN) and AdExchanger (@adexchanger) on Twitter.
Numerous marketers who are truly concerned with brand name security and suitability do not take the time and effort to understand whats taking place. Unsold in-app interstitials or outstream stock are paraded in front of demand partners as 100% pre-roll in-stream stock. The absence of reputable third-party suppliers to help on this front puts responsibility more directly on the shoulders of purchasers and sellers. Establishing teams for quality tracking to audit suspicious advertisement positionings is the most effective way to protect against these bad practices for the time being.
There is a lot that all of us can do individually to collectively combat the growing threat.