DoubleVerify, the leading independent provider of marketing measurement software and analytics, announced that it’s Fraud Lab has identified a video fraud scheme targeting mobile app advertising.
Per the scheme, banner ad slots are being re-sold as premium video advertising inventory almost exclusively on mobile apps. This practice often goes against marketplace policy and isdeceptive to the buyer – because inventory is being represented as in-stream vs. in-banner. Through this scheme, bad actors are seeking to maximize revenue and profits by stuffing multiple players into the ad slot, intentionally using incorrectly-sized players and using hidden players – practices that are decidedly fraudulent.
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DoubleVerify reports the scheme impacted:
- End Users: Creates a significant drain on the end users’ battery life and bandwidth, because video ads play in a forced, unstoppable loop.
- Advertising Ecosystem: The scheme generated at least 2 Million ad calls per day, or at least 60 Million ad calls per month
The DV Fraud Lab, created more than 10 years ago, performs ongoing detection and analysis of new types of digital ad fraud in order to uncover the latest schemes as they occur. In 2017, DV was accredited by the MRC for fraud/SIVT detection and blocking within mobile apps, demonstrating the company’s commitment to build a better industry. DV is the only full-service company to provide blocking within mobile apps for fraudulent activity.
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DoubleVerify is the leading independent provider of marketing measurement software, data and analytics that authenticates the quality and effectiveness of digital media for the world’s largest brands and media platforms. DV provides media transparency and accountability to deliver the highest level of impression quality for maximum advertising performance. Since 2008, DV has helped hundreds of Fortune 500 companies gain the most from their media spend by delivering best in class solutions across the digital ecosystem, helping to build a better industry.
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