SpotX and DoubleVerify Team Up to Combat Fraud
November 13, 2017
SpotX and DoubleVerify have come together to combat fraudulent activity, the focus being on verification stripping. It is a new digital ad danger where fraudulent actors strip the codes which transfer to verification agents. Verification stripping helps conceal any proof of domain spoofing, prohibiting impressions from being verified.
”DoubleVerify has uncovered that up to 10 percent of ad fraud spikes occur because of verification stripping. DoubleVerify’s advanced fraud technology is working closely with SpotX to remove these fraudulent impressions from the supply chain, ensuring continued media quality on the platform,” said Matt McLaughlin, COO at DoubleVerify.
So, how does one avoid falling victim to verification stripping? DoubleVerify and SpotX have some solutions to make this easier to combat. For starters, stay on top of any unusual spikes in SIVT (sophisticated invalid traffic). If there are spikes, artificial intelligence (AI) and machine learning can aid in tracking the fraudulent activity.
Check for discrepancies in the amount of impressions bought via programmatic channels versus impressions in a verification vendor’s report. That can be done by a side by side comparison. Finally, if there is a noteworthy discrepancy in any reports, analyze and investigate. These discrepancies can be direct indicators that verification stripping was attempted or there was some success.
Buyers need to remember that stripping is not just limited to this particular platform, as Cariveau warns. “We’re proud to be working with DoubleVerify to curb the impact of verification stripping on inventory transacted on our platform. While we’re taking action to address the concern, buyers should be aware that this type of fraud is likely occurring on other platforms as well.”
Are you aware of the dangers associated with domain spoofing?
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