ad fraud

Ad Fraud Remains Unsolved Problem

  • Posted: June 5, 2024

A new study finds that ad fraud continues to be a major issue. Attempts to curtail it have faced major obstacles. New Media Ratings Council (MRC) guidelines try to help.

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Face Verification as Real-Time Solution for Survey Quality

Face Verification as Real-Time Solution for Survey Quality

Mihkel Jäätma – CEO, Realeyes

Scott Jones – VP of Product, Realeyes

Nick Sutton – Chief Strategy Officer, Kantar Profiles

Thirty percent of surveys are fake, based on an analysis of over half a million surveys. Quality issues have been prevalent for a long time now, and there is a need to address this. Survey panel quality has gotten worse because the marketplace does not value quality, fraudsters move faster than researchers and quality issues are not addressed adequately. Previous tools to deal with fraud are insufficient specifically for programmatic sample that is almost 70% of all surveys now. Quality issues are not visible enough, and there is need to create a transparency dashboard that is publicly available. Solution: face verification, which can be a game changer in survey quality. It is real time, cross-supply and simpler than CAPTCHA. The tool is established on properly obtained training data, that is tackling algorithmic bias head on and works everywhere on any device. There are different types of “bad actors”: the disengaged panelist, the dishonest panelist, the fraudulent panelist—the single biggest bad actor is from out of country. Following this there are bots, ghost completes and inconsistent answers (dishonest). There is not one single solution but rather a basket of solutions to make sure the quality is maintained. Key takeaways:
  • Widespread quality issues and deteriorating survey panel quality is a significant problem.
  • Existing tools for detecting and preventing survey fraud are insufficient, particularly for programmatic sample surveys.
  • To combat these quality and integrity issues, face verification is suggested. It stands out for being real-time, applicable across different survey supplies and more user-friendly than traditional CAPTCHA methods.

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Super Bowl Ads Revisited

  • Posted: February 14, 2024

As all media are full of analyses, polls and commentaries, with this year’s Super Bowl ads, it is worth looking at research insights from past Super Bowls.

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Making Sense of Multi-Currency Initiatives

  • Posted: May 30, 2023

Jon Watts (CIMM) led a conversation with the CEOs of an organization that is helping to manage the JIC (OpenAP) and one that participates in it (the VAB), the EVP of an organization that does not belong to the JIC but has met with it and the CEO of the MRC. The participants clarified their relationships with each other, discussed Nielsen and expressed their hope for the future of television measurement.

AUDIENCExSCIENCE 2023

AUDIENCExSCIENCE 2023

The ARF hosted its annual flagship conference, AUDIENCExSCIENCE 2023, on April 25-26, 2023. The industry’s biggest names and brightest minds came together to share new insights on the impact of changing consumer behavior on brands, insights into TV consumption, campaign measurement and effectiveness, whether all impressions are equal, join-up solutions across multiple media, the validity, reliability and predictive power of Attention measures, targeting diverse audiences, privacy’s effect on advertising and the impact of advertising in new formats. Keynotes were presented by Tim Hwang, author of Subprime Attention Crisis, Robert L. Santos of the U.S. Census Bureau, Brian Wieser of Madison and Wall, LLC and Andrea Zapata of Warner Bros. Discovery.

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CTV Ad Fraud Schemes Rise

  • Posted: May 20, 2022

A major new study from DoubleVerify (DV) reports both progress and ongoing problems in digital advertising. Viewability rates are improving while the number of ad fraud schemes uncovered by DV spiked up 70% in 2021.

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