DoubleVerify report: Ad fraud schemes using generative AI will increase in scale, sophistication
By Marty Swant
Ad fraud often follows the flow of advertising dollars, but researchers now suggest scammers are also now following another industry trend: adoption of generative AI.
Generative AI is helping scale sophisticated ad fraud efforts across growing online ad platforms including connected TV and streaming audio, according to a report from DoubleVerify. The measurement giant reported that generative AI contributed to 23% growth in new fraud schemes in 2023, leading to a 58% increase in ad fraud on streaming platforms. The report, released Monday, analyzed 1 trillion impressions for 2,000 brands in 100 markets around the world and includes data about ads shown on desktop, mobile web, mobile app and connected TV platforms. Researchers also found evidence of a 269% increase in existing bot fraud schemes while incident types included bot fraud, site fraud, app fraud, hijacked devices, non-human data center traffic and injected ad events.
Generative AI has made it easier to falsify data patterns and make fraudulent traffic look more human. The proliferation of AI-generated content also helps fraudsters create new shell company websites, publish new apps and write fake reviews. That’s been especially key for cases in the mobile app space. Generative AI has also helped CTV ad scams evolve three times faster in 2023 than in 2022, according to Jack Smith, DoubleVerify’s chief innovation officer. The trend is expected to continue through 2024 as generative AI tools become more capable, more ubiquitous and easier to use.
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Source:: Digiday
