Mobile App Ads Fraud A scheme involving banner ads resold as an inventory of premium video ads on Android devices has been developed.
How the scheme works. Using a sophisticated process, bad actors bought banner prints and resold them in the form of a premium inventory of video ads streaming. To further increase profits, the crooks then stuffed the ad blocks with multiple video players.
"Instead of just one video player, multiple readers are called to try to pull ads in parallel from multiple sources," said DoubleVerify, who reported the scheme. In one case, the company found up to eight simultaneous players in one ad slot.
"Different reader sizes are described to optimize revenue, regardless of the size of the original ad slot. The original ad space is often 320 x 50 pixels, but the drives are much larger and the content of the ads can not be viewed. "
The video player is also configured to suppress the sound and playback controls so that the viewer can not stop watching." Announcement taken from the game.
The advertising fraud system generated about two million commercial calls per day, according to DoubleVerify.The report did not include specific dollar amounts, but Asaf Greiner, CEO of Protected Media , told BuzzFeed that a similar advertising ploy costs tens of millions of dollars a month to advertisers.
the system saw the battery life of the phone and its bandwidth exhausted because video ads were broadcast in a forced and unstoppable loop.
DoubleVerify stated that the ad visibility rate associated with this system was less than two percent. Advertising verification platform reported that it had marked the advertising servers connected to the system and marked the connected domains as printing fraud. He also worked with relevant partners to stop traffic.
Why you should care Advertising fraud for mobile apps continues to be a problem, estimated to cost advertisers $ 5 billion in 2018 . According to a Pixalate report, mobile VAT rates in IVT applications rose from 17% to 23% in the last quarter of 2018
In October, the Coalition Against Advertising Fraud released its " Definitions of Mobile Fraud Systems – a standardized document to define mobile ad fraud and to fight against misinformation related to fraudulent systems or practices. Earlier this month, the IAB technical lab released the final version of its app-ads.txt specifications an extension of the ads.txt file designed to support distributed applications via 39, mobile applications and OTT.
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Amy Gesenhues is the Editor-in-Chief of the Third Door Media General Assignment , which covers the latest news and updates from Marketing Land and Search Engine Land. From 2009 to 2012, she was an award-winning columnist for several dailies from New York to Texas. With over ten years of experience in marketing management, she has collaborated on various traditional and online publications, including MarketingProfs.com SoftwareCEO.com and the magazine Sales and Marketing Management. Read more articles from Amy.