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.
The Trade Desk | January 09, 2023
The Trade Desk, a global pioneer in advertising technology, has introduced Galileo, a new approach for advertiser first-party data activation. Advertisers are seeking to activate their valuable customer data as securely as possible in order to optimize media buys across all digital media while precisely evaluating performance and business outcomes.
Multiple major organizations invest years cultivating deep connections with their most loyal clients, gaining unique and essential insights about their target audiences. Galileo enables marketers to unlock this data in a privacy-conscious manner to discover new clients with comparable characteristics. In addition, Galileo is compatible with modern cross-channel identity solutions, such as Unified ID 2.0 (UID2), which have been adopted by the bulk of The Trade Desk's data and publishing partners.
“We are at a tipping point for the open internet, The infrastructure of the internet is embracing new identity solutions built for today’s digital media consumption across different devices and apps, such as Unified ID 2.0. In doing so, they are creating the richest identity ecosystem we’ve ever experienced, and one that aims to put consumer privacy at the forefront. With Galileo, we will help the world’s major advertisers take advantage of this by unleashing the value of their most valuable customer data.”
Samantha Jacobson, Chief Strategy Officer, The Trade Desk
Galileo enables advertisers to enroll and activate their first-party data instantly. It encompasses:
Seamless and direct onboarding interfaces with all major customer data platforms (CDPs), customer relationship management (CRM), and other data and clean room providers, enabling marketers to begin matching audiences with UID2 instantly
Audience matching across all publishers, devices, platforms, and channels, including CTV, resulting in an actual omnichannel identity environment
Objective measurement and reporting of advertising performance and identity matching
About The Trade Desk
The Trade Desk™ is a technological firm that entitles ad buyers. Ad buyers may manage, create, and optimize digital advertising campaigns across ad formats and devices using its self-service, cloud-based platform. Integrations with major data, inventory, and publisher partners offer maximum reach and decision-making capabilities, while enterprise APIs allow for customized development on top of the platform.
ADVERTISER CAMPAIGN MANAGEMENT
Marin Software | February 06, 2023
Marin Software has recently announced its integration with Yahoo's platform to enhance its ad campaign optimization and purchase for advertisers, offering Yahoo DSP campaigns inside its MarinOne platform.
This integration will make it easier for advertisers to measure, manage, and optimize channel campaigns in one place. Yahoo's demand-side platform (DSP) offers access to premium inventory from the industry's top publishers, ad exchanges, supply-side platforms (SSP), and Yahoo's SSP authorizing advertisers for programmatic advertising. So, brands can learn what customers want and reach them on their preferred device and medium, such as mobile, desktop, digital platforms, out-of-home, connected TV, video, and immersive experiences.
CEO of Marin Software, Chris Lien, said, "We are excited to renew our partnership with Yahoo and continue providing our customers with best-in-class advertising solutions that enable them to reach their target audiences more efficiently and effectively than ever before." He added, "Our goal is always to provide brands and their agencies with industry-leading technology to manage and optimize their digital marketing programmes on a single platform and give them a competitive edge in today's digital marketplace. Working closely with Yahoo, we will be able to jointly develop even more innovative products that deliver on this goal."
(Source – Business Wire)
About Marin Software
Marine Software, one of the leading software development companies, is focused on authorizing digital agencies and advertisers for optimization, enhanced efficiency, and transparency of paid marketing programs. MarinOne is a unified software as a service (SaaS) advertising management platform of Marin Software that offers advertising optimization for search, social, and eCommerce programs to convert audiences into valued customers, enhance finances, and help digital marketers make better decisions. Its MarineOne Budget Optimizer maximizes the return on investment from advertising. In addition, it automates key workflows to save time and relieve the team's workload, allowing them to focus more on advertising strategies.