DENVER — November 2, 2017 — Video ad serving platform SpotX and digital measurement firm DoubleVerify today announced a joint solution to combat the newest digital ad fraud threat known as “verification stripping.”
SpotX and DoubleVerify have taken bold steps to alleviate brand safety concerns and ensure a fraud-free platform, but sophisticated bots continue to make every effort to avoid identification, according to Josh Cariveau, SVP, Global Operations at SpotX. The pair recently identified verification stripping as a new bot tactic through which fraudulent actors manipulate or “strip” out code transmitted to verification partners to hide evidence of domain spoofing and other fraud and in some cases, prevent impressions from passing through the verification process.
As a component of its robust solution with DoubleVerify, SpotX is now able to identify inventory that has been subject to verification stripping and remove the fraudulent supply sources from the platform, providing advanced assurances to publishers and advertisers that impressions served on the SpotX platform are clean and fraud-free.
“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.
“We’re proud to be working with DoubleVerify to curb the impact of verification stripping on inventory transacted on our platform,” said Cariveau. “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.”
Commenting on the solution, Rob Cukierman, VP of Strategic Partnerships at Vevo, said, “Vevo has long been committed to helping brands maximize reach and minimize risk as they tap into the enormous audience consuming music videos online. We’re pleased to see tech providers like SpotX taking further steps to ensure the safest environment possible for advertisers.”
To avoid being impacted by the effects of verification stripping, SpotX and DoubleVerify recommend that buyers take the following actions:
- Monitor for abnormal spikes in sophisticated invalid traffic (SIVT).
- Look for any discrepancies between the number of impressions purchased via programmatic channels and the number of impressions counted in verification vendors’ reports.
- Immediately investigate any significant discrepancy as it may be indicative of verification stripping behavior intended to manipulate proper verification and measurement.
For more on how SpotX works to promote a brand safe and fraud-free marketplace in collaboration with DoubleVerify and other partners, visit SpotX.tv/brand-safety-process.
SpotX: Erin Smith, firstname.lastname@example.org
DoubleVerify: Susan Zemlyakova, email@example.com
SpotX is a video ad serving platform providing media owners with monetization tools for desktop, mobile and connected devices. The platform features modern ad serving and programmatic infrastructure, and other monetization tools, like solutions for OTT and outstream video ad units. SpotX gives publishers the control, transparency and actionable insights needed to understand buyer behavior, manage access and pricing, and maximize revenue. The company is headquartered in Denver, Colorado, and has offices in Amsterdam, Belfast, Hamburg, London, Los Angeles, New York, Paris, San Francisco, Stockholm, Singapore and Sydney. In October 2017, RTL Group, a leader across broadcast, content and digital, completed its 100% acquisition of SpotX. For updates, follow SpotX on Twitter and LinkedIn.
DV is the leading independent provider of marketing measurement software, data and analytics that authenticates the quality and effectiveness of digital media for the world’s largest brands and media platforms. DV provides media transparency and accountability to deliver the highest level of impression quality for maximum advertising performance. Since 2008, DV has helped hundreds of Fortune 500 companies gain the most from their media spend by delivering best in class solutions across the digital ecosystem that help build a better industry. Learn more at doubleverify.com.