an ad fraud scheme called "StreamScam," the largest connected TV ad fraud operation uncovered to date. The scheme exploited CTV ad insertion technology, forging more than 28.8 million US household IP addresses to trick buyers into thinking their ads were being served to real households.Schemes like this could become more common as advertisers turn to cheaper, less trustworthy buying options amid skyrocketing demand for CTV inventory.
Fraud schemes like StreamScam, meanwhile, occur primarily on the open market, which is far less popular. But demand and prices for CTV inventory are. That sets the stage for two things: One, advertisers that are attracted by the lower prices of the open market, and two, fraudsters that are attracted by the high demand and premium they can charge on fake CTV inventory, which increase the likelihood of fraud. an authorized digital seller function for CTV—but widespread adoption could take a while.
Still, marketers likely won't shy away from the channel—in fact, it will be a bright spot in 2021. CTV is still relatively fraud-resistant if advertisers stick to direct buys. And increases in digital video viewing and improvements to targeting and measurement capabilities have
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