DoubleVerify(fraud detection) exec, ex-rthm/trmr26 Apr 2021 16:35
This was my post from Sat, re Doubleverify:
DoubleVerify is interesting, given the execs and their years of experience in working within ad tech ecosystem and trmr's model.
The CEO is ex-CEO of Telaria, demerged from Trmr (when it was Taptica) and formed partnership with Rubicon to form Magnite. Telaria demerged from trmr due to 'perceived conflict of interest'
The CMO is ex-COO (Chief Operations Officer) of rthm, now merged with trmr.
Therefore, you would have thought DoubleVerify execs know a lot about how much fraud there is within ad tech ecosystem, how it is conducted and how to detect it.
This is what Dan (ex-COO of rthm) and Doubleverify say about adtech fraud within CTV.
Dan Slivjanovski, ex COO/CMO of rthm talks about fraud and transparency within the ad tech ecosystem...
"Trust in an Ad-Supported Internet is Eroding.
Fake news, digital ad fraud, and data privacy are pressing issues threatening the trust and confidence in an ad-supported internet. "
Fraud Follows the Money
"Third-party verification has successfully reduced desktop digital ad fraud to low single digits.
Now, with mobile apps commanding more than 50% of a consumer's time online, advertiser demand for quality mobile inventory has swelled. In return, we've seen an 800% increase of in-app ad fraud. Expect that in-app ad fraud will continue to accelerate as fraud follows the money. Also, expect emerging premium, high-growth media types such as connected TV (CTV) to draw the attention of fraudsters in line with sharp increases in budget allocation."
http://www.adotas.com/2019/01/2019-ad-predictions-cmo-doubleverify/
and more recently:
Doubleverify have discovered more CTV fraud. This is likely to call for another round of calls for transparency and possible pulling back of CTV spending by advertisers, as it did in 2017.
CTV Fraud Scheme Costs up to $50m
"Discovered by digital media measurement and verification platform DoubleVerify, the scheme named ParrotTerra is estimated to have cost advertisers between USD $30m (£21.7m) and USD $50m (£36.1m) in stolen spend."
The fallout from ParrotTerra will no doubt amplify calls for greater transparency across the CTV supply chain, and more comprehensive solutions for tackling bad actors."
https://www.exchangewire.com/blog/2021/02/10/bloomberg-media-aspires-for-100m-from-consumer-subs-ctv-fraud-scheme-costs-up-to-50m/
Telaria (Magnite) reasons for selling their TremorDSP.. perceived conflict of interest
"Clients were also uneasy with Tremor servicing both the buy- and sell-sides."
"There's always been a little bit of friction because we were selling agencies and advertisers different products while we were representing publishers," Zagorski said. "And the people who plug into that sell-side platform would always be somewhat hesitant to commit to it in a huge way because we had that perceived conflict."
https://adexchanger.com/digital-tv/tremor-video-sells-demand-side-business