The group at DoubleVerify, a business that helps advertisers eliminate scams and make sure brand name safety, said that it’s recently determined a new method used by ad fraudsters looking for to make money on internet-connected TVs.
Senior Vice President of Product Management Roy Rosenfeld stated that it’s harder for those fraudsters to produce a legitimate-looking TELEVISION app– at least compared to the web and mobile, where “you can just set up a site [or app] to produce content.” For a linked TV app, you need lots of video, which can be pricey and time-consuming to produce.
“What these people have actually begun to do is take old material that remains in the public domain and bundle that in fancy-looking CTV apps that they submit to the platform,” Rosenfeld stated. “However at the end of the day, nobody is really viewing the old westerns or anything like that. This is simply an automobile to enter the app stores.”
As noted in a brand-new report from the company (which will soon be offered online), DoubleVerify stated it has identified more than 1,300 fraudulent CTV apps in the past 18 months, with majority of that coming in 2020.
The report described a procedure by which fraudsters develop an app from this content (often old TV and films from the ’50s and ’60s that has fallen into the general public domain); send the app for approval from Roku, Amazon Fire or Apple TV; then, with the extra legitimacy of an app shop ID, produce fake traffic and impressions.
Rosenfeld compared this to a previous boom in flashlight apps for smart devices: “Are there legit flashlight apps? Absolutely. Most of them were not.” In the very same method, he argued, “This is not a testimony about public domain material overall, it’s not to say that there aren’t legit channels and apps out there that people are consuming and taking pleasure in”– it’s simply that many of the general public domain apps being sent are utilized for advertisement fraud.
To avoid paying for phony impressions, DoubleVerify suggests that advertisers advocate for openness standards, purchase from platforms that support third-party verification and, obviously, buy through ad platforms accredited by DoubleVerify. Article curated by RJ Shara from Source. RJ Shara is a Bay Area Radio Host (Radio Jockey) who talks about the startup ecosystem – entrepreneurs, investments, policies and more on her show The Silicon Dreams. The show streams on Radio Zindagi 1170AM on Mondays from 3.30 PM to 4 PM.