AD TECH AND MARTECH
Human Security | September 26, 2022
HUMAN Security, Inc. (formerly White Ops), the global leader in safeguarding enterprises from digital attacks with modern defense, today announced the discovery and disruption of a highly sophisticated fraud operation targeting advertising software development kits (SDKs) within 9 apps on the Apple App Store and 80 Android apps on the Google Play Store, which collectively have been downloaded more than 13 million times. The attack, nicknamed Scylla, is an adaptation of a fraud scheme first observed and disrupted by HUMAN’s Satori Threat Intelligence and Research Team in 2019. While the attack is ongoing and actively being monitored by the Satori team, HUMAN has collaborated with Apple, Google and others to take down the fraudulent apps from their respective app stores.
“Our number one goal is to protect our customers and the digital ecosystem from cybercriminals such as those behind these attacks. The only way we can do this is with modern defense where we can work together across the industry on disruptions like Scylla,” said HUMAN Co-Founder and CEO Tamer Hassan.
“Our number one goal is to protect our customers and the digital ecosystem from cybercriminals such as those behind these attacks. The only way we can do this is with modern defense where we can work together across the industry on disruptions like Scylla,” said HUMAN Co-Founder and CEO Tamer Hassan. “We will continue to remain vigilant for other similar attacks and harness the work of collective protection—where an attack on one is a protection event for all—disrupting the economics of cybercrime. That’s the only way we win. ”
Scylla is the third wave of an operation HUMAN first uncovered in 2019, in which a collection of 40+ Android apps openly committed multiple types of ad fraud. That scheme, nicknamed Poseidon after elements of the code within the apps, was disrupted by the Satori team’s reverse engineering efforts, resulting in Google removing the apps from its Play Store. A 2020 adaptation of the scheme, nicknamed Charybdis after the daughter of Poseidon, incorporated additional code obfuscation and SDK targeting techniques.
Today’s announcement of the disruption of Scylla—named after the granddaughter of Poseidon—reflects a new evolution from the threat actors behind the scheme. While the Poseidon and Charybdis operations centered wholly on Android apps, the Satori team has found evidence that Scylla additionally targets iOS apps and has expanded the attack to other parts of the digital advertising ecosystem.
HUMAN’s Satori team worked closely with the Google Play Store and Apple App Store to ensure all of the apps identified as being associated with the Scylla operation have been removed from public access. HUMAN also closely collaborated with impacted advertising SDK developers to mitigate the impact of the operation to their processes and their advertising partners. Customers of HUMAN’s MediaGuard solution are protected from fraud associated with Scylla and with its predecessors.
Apps within the Scylla operation committed fraud through a variety of tactics, including:
App spoofing, in which the Scylla apps pretended to be other apps for the purpose of digital advertising,
Hidden ads, in which the apps would render advertisements in places a user couldn’t actually see them, and
Fake clicks, in which the apps would keep track of real clicks on advertisements in order to fake additional clicks later.
These tactics, combined with the obfuscation techniques first observed in the Charybdis operation, demonstrate the increased sophistication of the threat actors behind Scylla. This is an ongoing attack, and users should consult the list of apps in the report and consider removing them from all devices. As this attack has evolved multiple times already, the Satori team has withheld certain details about the operation in order to better track and report on further adaptation.
HUMAN verifies the humanity of more than 15 trillion digital interactions per week, offering enterprises a platform with unmatched visibility into fraudulent activity across the Internet. HUMAN achieves this scale through its continued expansion in cybersecurity, including its recent merger with PerimeterX, now offering a suite of products to protect the complete digital customer journey. With new partners and enterprises now able to leverage the Human Defense Platform, comes an even deeper understanding of the cybercrime landscape, enabling HUMAN to adapt continuously, staying ahead of adversaries with modern defense (leveraging internet visibility, network effect, and disruptions), and safeguarding clients with collective protection against threat models they have yet to encounter.
The Satori team used numerous tools to identify Scylla and its operators, whose information has been shared with law enforcement. To learn more about the Scylla operation, visit the HUMAN blog.
HUMAN is a cybersecurity company that safeguards 500+ customers from digital attacks including sophisticated bots, fraud and account abuse. We leverage modern defense—internet visibility, network effect, and disruptions—to enable our customers to increase ROI and trust while decreasing end-user friction, data contamination, and cybersecurity exposure.Today we verify the humanity of more than 15 trillion interactions per week across advertising, marketing, e-commerce, government, education and enterprise security, putting us in a position to win against cybercriminals. Protect your digital business with HUMAN. To Know Who’s Real, visit www.humansecurity.com.
INNOVO® | September 27, 2022
Although one in three women experience Stress Urinary Incontinence (SUI) at some point in their lives, public and media taboos around the topic have exacerbated the physical and mental stress caused by bladder leaks, while common remedies like pads and adult diapers are often considered inconvenient and less than comfortable.
To provide women the opportunity to live life free from bladder leaks in as little as three months, consumer medical company Atlantic Therapeutics paired compelling new creative with a smart approach to television advertising to boost awareness and adoption of INNOVO®, a non-invasive solution that treats the cause of bladder weakness in women via a unique wearable technology approved by the FDA with no prescription needed.
“As we moved into 2022, we recognized our early progress in building a disruptive brand in a huge category dominated by strong incumbents,” said Susan Trent, CEO of Atlantic Therapeutics.
“As we moved into 2022, we recognized our early progress in building a disruptive brand in a huge category dominated by strong incumbents,” said Susan Trent, CEO of Atlantic Therapeutics. “To accelerate that progress, we needed to deliver a highly persuasive message that motivated women to change their beliefs and behaviors around bladder leaks. And as a scaling start-up business, media efficiency was a critical element in landing the message to the right audience. That was the challenge we set to our partners.”
For a complete refresh of its commercials, INNOVO® enlisted Quirk Creative, an award-winning advertising agency specializing in video-based campaigns. Quirk Creative produced new spots that communicated the superior and clinically proven benefits of the innovative, pelvic-floor-muscle-strengthening shorts in a smart, sensitive and informative manner that both educated and engaged viewers.
“As one of the many brands we represent in Quirk’s FemHealth practice, we used our experience and expertise in the feminine healthcare space to create a unique campaign for INNOVO®’s unique solution to incontinence,” explained Wren Sieber, Creative Director at Quirk Creative. “The spot focuses on the target audience's real emotional trigger moments – first as floating dream sequences, symbolic of our audience’s desire to engage, and then again in real time, to be able to run, jump, and laugh, feeling the impact of the shorts.”
In order to effectively reach women over 35 with active lifestyles who were past or current users of products from its competitors, INNOVO® turned to Simulmedia, the leader in truly cross-channel TV advertising. Simulmedia’s patented TV+® platform helped INNOVO® forecast where its target audience would be watching TV and then activated against that audience at guaranteed scale with a national data-driven campaign.
“Our TV+® platform’s unique planning, buying, activation and measurement capabilities as well as direct access to premium video inventory from over 250 networks and streaming services enabled INNOVO® to get its ads more broadly in front of females across the U.S.,” said Dina M. Roman, Senior Vice President of Sales, Simulmedia. “This allowed the brand to cost-efficiently spread its powerful message, grow awareness and drive online sales.”
INNOVO®’s strategy resulted in a dramatic and measurable impact on all key performance metrics, including: a 265% lift in site visitors, a 199% increase in customer response rate, a 60% increase in “Add to Carts” on the company’s website and a significant 45% reduction in cost per site visitor to the company’s website.
Most importantly, the partnership and combined efforts of INNOVO®, Quirk Creative and Simulmedia ensured that hundreds of thousands of women across the U.S. no longer have to suffer or be embarrassed by incontinence and now have the opportunity to, in the words of the new TV spots, “do what we love – without worrying.”
INNOVO® is an FDA-Approved, CE-marked treatment for women suffering from Stress Urinary Incontinence. It works by delivering clinically proven, safe, non-invasive pelvic-floor stimulation via unique wearable technology. In the privacy of their own home, women can simply wear the INNOVO® shorts technology for a 30-minute pelvic floor workout. Innovative NMES (neuromuscular electrical stimulation) technology embedded in the INNOVO® shorts does the work to strengthen and re-educate their pelvic floor muscles, giving women the opportunity to live life free from bladder leaks in as little as three months. Extensive clinical trial outcomes conducted on over 600 subjects consistently confirm improvements in key outcomes, symptoms and acceptability. Underpinned by this compelling peer-reviewed science, INNOVO® has received numerous prestigious awards for innovation and technology and is revenue-generating in both the USA and Europe.
About Atlantic Therapeutics
Based in Galway, Ireland and Boston, MA, Atlantic Therapeutics develops consumer medical devices, related software, apps and connected health technologies to treat all types of incontinence. The company's mission is to improve the quality of life of millions of people each year, by enabling them to restore and strengthen their pelvic health, thus regaining the confidence and control to lead active lives. Atlantic Therapeutics has attracted both international VC investment and enterprise grant funding and is experiencing high growth, establishing INNOVO® as the leading Femtech solution to treat SUI. For more information, please visit www.myinnovo.com.
About Quirk Creative
Quirk Creative is a WBE-certified, award-winning advertising agency specializing in video-based campaigns. Quirk combines creative strategy, testing and production under one roof for brand-awareness and performance campaigns on TV, OTT, digital and social channels. The end result: hardworking creative that lifts brands, and most importantly, sells. For more information, visit www.findyourquirk.com.
Simulmedia is the leader in truly cross-channel TV advertising. With its TV+® platform, the company delivers unparalleled reach, measurement, and results wherever audiences watch or stream. Founded In 2008, Simulmedia pioneered a data-first, digital approach to TV ad placement and optimization that changed TV advertising forever. With TV+, Simulmedia helps advertisers and agencies quickly and effectively reach viewers scattered across both linear television and connected TV at guaranteed scale without wasteful duplication. Simulmedia has planned and executed successful TV campaigns for hundreds of brands, including Experian, Warner Bros. Discovery, Zelle, Disney, 1-800-FLOWERS, Monster, Electrolux, Rover, Nordstrom, King’s Hawaiian, and many more. In addition, Simulmedia allows brands to extend their reach and connect with elusive younger audiences via PlayerWON™, the first in-game video advertising platform for free-to-play PC and console titles. For more information, visit www.simulmedia.com and www.playerwon.com.
Teads | September 26, 2022
Teads, the global end-to-end platform, today announces the next step in its evolution, adding connected TV to its suite of media to expand audience reach and better deliver business outcomes for brands. Known for its inRead video and display formats, Teads’ addition of CTV gives advertisers and their agencies the ability to seamlessly buy a new array of high-attention, quality media to deliver and quantify better business outcomes. After running a successful one year beta program, Teads is adding CTV as the latest channel in Teads’ mission to future proof partner success by enabling quality at scale and building an optimal ad experience for brands and consumers.
With new access to high quality environments across every screen, Teads’ CTV expansion aligns closely with the platform’s legacy of creating ad experiences that are high-value for brands and publishers while respecting the end consumer. Unique to Teads’ new CTV offering, brands will have access to creative optimization, driving action with the use of interactivity, omnichannel frequency capping and remarketing, as well as omnichannel attention measurement. The CTV offering mirrors Teads’ current solutions, guaranteeing a curated marketplace of premium content for brands to advertise within, and ensuring immersive ad experiences that are relevant for consumers.
By adding TV inventory to the mix, brands are now able to buy across TV, mobile and desktop through the Teads platform, fully leveraging access to nearly 2 billion monthly unique users. Teads tapped into their existing premium publisher relationships, like Scripps, to unlock access to cross-screen audiences for brands. Tom Sly, vice president of programmatic revenue for The E.W. Scripps Company said: “We have found great value in our collaboration with Teads on its expanded omnichannel offering to provide advertisers with unique reach for Scripps’ premium CTV audiences. Our Teads CTV relationship has resulted in impressive revenue growth, and we’re enthused about what the future of this partnership offers.”
This access to premium, brand safe media allows brands to reach consumers throughout the customer journey at different moments of the day for more contextualized targeting, as well as strengthening advertisers’ capabilities at the top of the marketing funnel through the Teads platform. Teads is initially launching its CTV solution in the US with additional territories to begin rolling out later this year.
Mediahub US CEO, Sean Corcoran said: “We’re thrilled to partner with Teads on an expanded cross-screen campaign that leverages the importance and value of CTV. We saw positive results in a recent campaign leveraging Teads’ new omnichannel offering yielding high attention and a favorable lift in viewership for a leading entertainment client.”
During its beta run, Teads successfully partnered with brands across every major category and saw positive outcomes across the funnel, from garnering high attention to brand awareness, purchase intent and tune-in conversion. Mediahub US CEO, Sean Corcoran said: “We’re thrilled to partner with Teads on an expanded cross-screen campaign that leverages the importance and value of CTV. We saw positive results in a recent campaign leveraging Teads’ new omnichannel offering yielding high attention and a favorable lift in viewership for a leading entertainment client.”
Teads’ CTV offering debuts on the heels of its recently launched Teads Attention Program, which advances omnichannel attention measurement for brands, and also complements Teads Studio, its creative arm to help brands resonate with ideal audiences. Teads Studio’s team of designers and creative strategists are able to enhance and reimagine existing assets in order to drive better outcomes across all of Teads’ high-attention, premium inventory – now across digital and TV.
Jeremy Arditi, co-CEO, Teads, said: “For Teads, CTV was a natural extension of our media suite as we look to innovate and continue to offer new advertising solutions for our clients that are focused on quality, immersive experiences that drive attention, and ultimately business outcomes. We are really excited to work with a new host of publisher partners and connect them with our outstanding, existing base of advertisers and their agencies.”