MFA Pretending to be CTV

MFA Pretending to be CTV

In the example below, see all 5,025 impressions were marked as custom_FORMAT = ctv. But note that those 5,025 also came with custom_SITE_NAME of websites, many of them are known shady MFA sites. This is 100% mis-declared inventory -- MFA sites pretending to be CTV.

Who thinks this is a "oopsies" or "misconfiguration error" or deliberate form of cheating to get CTV prices for ads that ran on sites not on big TVs. That assumes the ads actually ran at all.

NONE of the legacy fraud verification vendors caught this.

And you don't need them anyway, because you can look at the data yourself and understand that if you see websites (or mobile apps) when the campaign is supposed to be CTV, you're not getting what you paid for.

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But what if I bought direct?

Even if you buy direct, the seller may not have told you they were doing audience extension. In this case a direct buy from Samsung shows ads running on MFA sites. These are used to drive volume for sellers, but advertisers may not like the fact that they are paying CTV prices, but not getting ads on big screen TVs, but instead in small video players in ad slots on crappy sites.

ALL of the above was missed by legacy fraud verification vendors. That's why it is critical to have FouAnalytics CTV tags in your ads, so you can see where your ads actually went. You can copy and paste these tags into Trade Desk, DV360, Basis, Xandr, or any other DSP, and you can also place the tags in ad servers like CM360.

Advertisers BELIEVE "there's no fraud in CTV, because it's impossible." That is only accurate when you are buying from real media sellers. On the flip side, if you are buying CTV ads through programmatic channels, it's nearly 100% fraud. Smart refrigerators, python scripts on servers, and javascript code can fabricate fake CTV bid requests (to the tune of 12 billion per day). You can avoid all of this fraud by buying from real media sellers.


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Frank Dekker

"Providing depth and context for investors focused on transformative tech trends."

1 年

Interesting insights on misrepresentation / ad fraud. Investors are exited about connected tv advertising. They expect 18-20 pct growth for companies like " the trade desk" . If true this is a hughe ESG risk for the trade desk.

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Michael M. M.

Ad-Fraud Investigator & Media Expert, member of Digital Forensic Research Lab cohort "Digital Sherlocks" - Adding some fun when asking unexpected questions you were not prepared to hear

1 年

This is another great example of what we build on with #fouanalytics : total transparency. The depth of data we are able to analyze exceeds that of legacy tools.

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