DoubleVerify | February 07, 2023
DoubleVerify (DV), one of the prominent software platforms for digital media solutions, has recently detected a large-scale ad impression fraud scheme targeted to audio traffic inventory called "BeatSting". After DV’s Fraud Lab recognized the fraud family in 2019, it has stolen about 20 million dollars from advertisers, and the BeatSting platform has about one million dollars per month share in it.
BeatString has been a part of server-side ad insertion (SSAI) fraud schemes, targeting connected TV (CTV) inventory since 2019. The fraudsters first spoof residential IP addresses and audio applications and set up a fake SSAI server, making false audio ad requests to attract advertisers. Then, if an advertiser from the legitimate audio channels bids on this accretive inventory and makes a profit, the money goes to them instead of the audio tracks.
Although the DV Fraud Lab had already reported fraudulent attacks in 2021, the activity continued into the following year, generating fake audio traffic on audio platforms on a much larger scale. With dedicated data scientists, analysts, and mathematicians, DV's Fraud Lab detects and analyses digital ad frauds and their latest fraud schemes. It isolates the fraud applications, websites, and devices and secures DV clients in real time through continuous analysis, research, and scenario management.
Chief Executive Officer at DoubleVerify, Mark Zagorski, said, "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." He added, "CTV continues to experience this phenomenon, and, increasingly, audio is quietly becoming a new channel of interest and attack."
(Source – Business Wire)
DoubleVerify (DV), an advertising service, provides digital media analytics and measurement solutions to make digital advertising systems, brands and agencies, marketplaces, and publishers more secure and preserve fair value exchange between digital media sellers and buyers. Many Fortune 500 advertisers rely on DV for unbiased data analysis, high-quality campaigns, and global advertising return on investment (ROI). It specializes in ad prominence, viewability, impression quality solutions for brand marketers, impression delivery, brand safety and fraud protection, and accountability and transparency for digital media.
Viamedia | February 02, 2023
On February 01, 2023, Viamedia, a major independent cross-media local advertising company, has announced significant growth in its managed services of inventory, operational execution, and advanced advertising to its clients with its robust full stack advertising platform.
It offers Multichannel Video Programming Distribution (MVPD) options for in-home sales, managing backend operations like technical integration, video encoding, sales automation, billing services, order management, financial reporting, and ad insertion, as well as increasing local, national, and political services' sales with direct response.
It saves costs and increases monetization on advertising solutions for cable, telecommunication, OTT, or premium video providers, reducing employee costs, ad sales complications, and cross-channel marketing. In addition, it can include and exclude all technology requirements for advertising with its operational management software and Network Operations Center (NOC), which serves all markets.
Telecommunications Product Manager of Frankfort Plant Board, Harvey Couch, said, "Partnering with Viamedia has allowed us to maximize efficiency of all operations so we can focus on providing our community with the best services and customer support. With Viamedia's advertising technology, we can maximize all revenue streams and easily scale our business moving forward without worrying about additional manpower. It truly is a win-win situation."
(Source – Business Wire)
Dave Solomon, President, and CEO of Viamedia, said, "This past year was a remarkable period for strengthening Viamedia's existing partnerships and establishing new ones, truly illustrating how our technical and operational capabilities can integrate with any provider's existing infrastructure." He added, "Managed services fill the gaps for our clients that don't have the staff or expertise required to own their regional or local media strategy and execute it fully."
(Source – Business Wire)
Viamedia, headquartered in Lexington, Kentucky, has been one of the largest independent advertising service providers since 2001.It advertises more than one million daily ads in about 130 zones across 28 states, with more than 60 markets nationwide. It engages all TV audiences with a single sales platform for over 6,000 local, regional, and national advertisers. In addition, it provides cross-media advertising solutions based on impressions generated, which fill the gap between the advertising process of linear TV and digital programming. Its cloud-integrated patent platform QTT® employs a self-owned technology stack for rich data ad campaigns targeting dynamic ads via linear TV.
AD TECH AND MARTECH
Hivestack, mc R&D GmbH (mcrud) | February 01, 2023
On January 31, 2023, Hivestack, the world's top independent programmatic digital out-of-home (DOOH) ad tech firm, has partnered with Germany's biggest passenger TV network provider, mc R&D GmbH (mcrud). mcrud's 5,800 displays on 2,000 public transportation vehicles (subway, bus, and streetcar) may now be purchased programmatically using Hivestack's supply-side platform (SSP).
Hivestack will provide local and international advertisers, agencies, and omnichannel DSPs the ability to create, activate, and assess programmatic DOOH campaigns across mcrud's DOOH screens in two major German cities with the integration of mcrud's inventory.
The biggest passenger television provider in Germany, mcrud, shows high-quality programs on Berlin and Munich's public transit. Berliner Fenster station serves more than two million people every day in Berlin alone. The agreement with mcrud would enable advertisers to reach a potential weekly audience of 20 million people.
Managing Director at Hivestack, Will Brownsdon, said, “We are thrilled to announce our partnership with mcrud in Germany. Our goal at Hivestack is to connect buyers to audiences on the move and across a wide range of OOH environments. mcrud represents just this, offering incredible reach in a unique and captive environment.”
(Source – ExchangeWire)
Germany's expected DOOH ad expenditure for 2022 is €708 million (£622.5 million). Digital outdoor advertising has grown consistently, sometimes at double-digit rates. In 2018, DOOH's total sales were still €410 million (£360.4 million) (source: Nielsen Media Research). However, this is a 72.5% increase within four years. Programmatic DOOH technology provides marketers with unparalleled reach, enabling global companies to target their customers precisely through large-scale DOOH displays.
Hivestack is the most prominent independent, worldwide, full-stack marketing technology firm that enables the buy- and sell-side of programmatic digital out-of-home (DOOH) advertising. On the purchase side, marketers leverage the demand-side platform from the firmto design quantifiable campaigns that activate DOOH displays in real-time, depending on customer behavior and audience movement patterns. On the sell-side, DOOH media owners use the supply-side platform and ad exchange from Hivestack to generate programmatic income. Additionally, DOOH media owners may use its ad server to support audience-based, directly soldcampaigns.