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Marketing automation over the past decade has helped make transactions more efficient. But as with any network of computers that manage financial transactions, there is a risk of becoming a victim of fraud. Cybersecurity firm HUMAN works with media consumers and marketers to protect them from fraud, which has become a growing concern as marketers shift their advertising dollars to television (CTV).
“The best form of fraud right now in advertising is pretending to be CTV,” said Tamer Hassan, founder and CEO of HUMAN, in this interview with Beet.TV. “It’s not really CTV equipment. There are millions of devices pretending to be CTV.”
The targeting of CTV platforms follows a pattern seen with other emerging media formats, including mobile, streaming audio and digital out-of-home, Hassan said. Hackers tend to target media with high cost per thousand (CPM) and low market visibility, he said.
“It’s much cheaper to try to commit fraud than to defend against it, and we need to attack that level first,” Hassan said. “Our goal as PEOPLE’s security is to make advertising fraud unprofitable. Part of that is integrated security, interference, standards – all of that is work we’re still doing in integrated TV. “
Protecting companies from marketing fraud doesn’t mean they cooperate with law enforcement to initiate criminal charges against fraudsters, although HUMAN has worked with federal investigators to stop wrongdoing. Most of the prevention work is a partnership with different companies in the digital ad ecosystem, such as Google, Roku, Trade Desk, Magnet and Omnicom, Hassan said.
“Collective protection is one of the only ways to deal with this on an economic level – to really reduce the levels of fraud,” he said. “We need to create collective visibility and protection from fraud. We need to create disruptions and share intelligence to go beyond preventing fraud, but actually change its costs. That is an important part of solving the problem.”
You are watching “Protecting CTV Media Investment from Ad Fraud,” the Beet.TV Leadership Series by HUMAN. For more videos in the series, please visit this page.
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