As marketers shift spend to new channels and move investment into performance marketing, online ad fraudsters are also finding new ways to divert spend, according to White Ops. Speaking as part of The Drum’s Can-Do Festival Predictions Series, White Ops’ Ryan Murray talked through the future of ad fraud […]
“At its peak, the Icebucket bot operation impersonated more than 2 million people in over 30 countries. The operation counterfeited over 300 different publishers, stealing advertising spend by tricking advertisers into thinking there were real people on the other side of the screen, when in reality, these were bots pretending to be real people watching TV. The operation hid its sophisticated bots within the limited signal and transparency of server-side ad insertion (SSAI) backed video ad impressions.”
“Our threat intelligence and detection teams recently uncovered Icebucket, the largest OTT/CTV fraud operation to date. Icebucket started in an area of programmatic advertising where the supply chain is less transparent, sellers are not reported in sellers.json files, and buyers and sellers typically don’t have a direct relationship,” he explains.