Spectrum Reach: Fighting on Frontlines of Ad Fraud

When ads are not seen by the right consumers or sometimes by actual humans at all they fail to generate brand exposure leads and sales The result is wasted or even stolen marketing dollars To make matters worse publishers are also hurt by lower returns on ad spend and a decrease in the overall value of ads on their platforms Most importantly when business owners lack confidence that their ads are being seen by intended audiences they lose trust in advertising providers and sometimes they even reduce their ad spendSpectrum Reach a multiscreen advertising solutions company that helps businesses reach their intended audiences through industryleading marketing and advertising capabilities tools and analytics is on the forefront of combating ad fraudManaging the Shifting Ad Fraud LandscapeThe landscape of ad fraud is constantly shifting as media consumption habits evolve and scammers follow trends in viewership In recent years the number of ways to access digital video content has expanded and marketers have allocated more dollars to Connected TV CTV platforms In fact of the more than 85 billion spent by US advertisers across TV platforms last year CTV accounted for 24 percent of total investment1Unlike digital ad fraud which is mainly due to bot activity that can lead to ad stuffing that renders content unviewable or results in harmful computer viruses ad fraud in CTV does not usually affect viewing experience However CTV is vulnerable to both device and contentdriven ad fraud In the former scammers use hardware including computers phones and other devices to counterfeit impressionsIn the latter also called inventory misrepresentation or domain spoofing scammers create a fake version of a company39s domain mobile app or CTV app or buy low quality ad inventory and try to pass it off as legitimate premium inventory Scammers trick buyers into thinking their ad is going to a premium website or app when in fact it ends up in unsafe or lowquality environmentsIn comparison to other digital platforms ad fraud is much less likely to occur within the premium environment of CTV but it39s important for marketers to understand how to identify and safeguard against all forms of ad fraud particularly when planning multiscreen campaignsHow Spectrum Reach Keeps Brands SafeIn an effort to fight ad fraud in all its forms Spectrum Reach partners with thirdparty verification company Oracle Moat Analytics to validate that all of Spectrum Reach39s inventory has been seen by real people and is held to the highest key performance indicators This ensures that the ad runs where it is scheduled to run that the ad was seen by a real person and that the ad is optimized towards supply quality metrics including measurability and viewability quotPremium inventory is about delivering transparency and accountability in combination with contentquot explains Kim Norris Spectrum Reach Group Vice President of Advanced Advertising SalesSpectrum Reach39s decision to partner with Oracle Moat Analytics underscores the company39s emphasis on providing brand safety channels and practices established to help advertisers avoid ad placement or context that could potentially harm a brand39s reputation When scammers remove or interfere with an advertiser39s ability to control an ad39s digital placement ad fraud it opens up a brand to association with poor quality or even dangerous contentquotOracle Moat Analytics looks under the hood at 100 percent of the inventory flowing through our systemquot says Alexander Groysman Vice President of Advertising Product Development at Spectrum Reach quotThey confirm that an ad was seen by real people that the impression was not bot traffic that there is no malware and the ad was placed within brandsafe contentquotIn 2022 Spectrum Reach also developed and issued a Brand Safety Guide which educates businesses on how to prevent ad fraud and protect their ad spend The guide recommends that advertisers take the following actions to prevent ad fraudPick trustworthy partners with good reputations in the industry and use best practices to ensure that ad campaigns are free of all types of fraud especially domain spoofingUse an MRC Media Ratings Council accredited thirdparty partner to verify that an agency39s ad inventory delivery to the advertiser and ad dollars are kept to the highest quality standardsDemand transparency for marketing efforts Ask for information that explains how technology works and what makes the seller39s inventory premium Know where ads are running and who is seeing themquotAdvancing the Missionquot With TAGThe Trustworthy Accountability Group TAG is the leading global initiative fighting criminal activity and increasing marketers39 trust in the digital advertising industry Spectrum Reach was the first local media sales organization to become a TAG Platinum member TAG offers three seals of approval Brand Safety Ad Fraud and Malware If a company receives all three it achieves Platinum Member status quotThese certifications require an indepth application process as well as thirdparty audits to ensure they meet ongoing requirements for each particular sealquot Groysman saysStaying Focused on Fighting Ad FraudThere is more work to be done particularly as evermultiplying multiscreen TV and digital video viewing options allow opportunities for ad fraud to expand Norris says that the industry39s efforts to combat ad fraud are in the early stages quotWe are still at a point where we are educating our advertisers about ad fraud that it exists and what we are doing to protect themquot she says quotWe are educating them on the ecosystem while also providing them with a solutionquotSpectrum Reach is committed to providing advertisers with access to the most diverse and premium pool of ad inventory available with an emphasis on brand safety and supply standards As the first local media sales organization to achieve Platinumlevel TAG Certification we ensure the highest level of safety for your brand protecting against fraud malware and piracy To learn more about Spectrum Reach39s commitment to Brand Safety visit SpectrumReachcom1 eMarketer Insider Intelligence US TV Ad Spending March 2023amp160Click the social buttons to share this story with colleagues and friendsThe opinions expressed here are the author39s views and do not necessarily represent the views of MediaVillageorgMyersBizNet

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Spectrum Reach: Fighting on Frontlines of Ad Fraud

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