Fraudulent CTV impressions increased in Q4 2021: Study

New Ideas in MarketingEssential news for marketers, summarised by YouGov
January 11, 2022, 2:16 PM UTC

About 18% of CTV ads in unprotected programmatic inventory were fraud or invalid traffic.

According to ad verification platform DoubleVerify, fraudulent CTV impressive increased in the fourth quarter of 2021 compared to the same period in 2020.  The holiday saw a dramatic spike in ad scam activity, with fraud scheme LeoTerra falsifying 20.5 million CTV devices per day – 20 times more than during the same period last year.

Similarly, mobile fraud scheme CelloTerra tripled its volume of fraud CTV impressions in Q4 2021. About 18% of CTV ads in unprotected programmatic inventory were fraud or invalid traffic in the same quarter.

A previous DoubleVerify report published last year found a 44% drop in bot scams as fraudsters begun turning to data centre traffic and carrying out “spoofing” scams on a larger scale. Additionally, a 2020 survey of more than 200 US Industry experts found that 26% of respondents believe that CTV is more vulnerable to ad fraud than other media.

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