In an era where streaming has become the norm, platforms like Fubo TV Connect have revolutionized how we consume content. A 2022 study claims that ads on streaming platforms capture more attention than social media which opens a plethora of opportunities for brands like Roku, Fubo TV etc. to explore this segment more extensively than ever before.
However, this evolution comes with its own set of challenges, one of which is ad fraud. In streaming platforms, this takes various forms, ranging from impression fraud and click fraud to more sophisticated tactics like ad stacking and domain spoofing. The high engagement rates, based on the statistics, and the substantially higher potential of garnering a large number of impressions make it a hot favourite among both advertisers and publishers. In this blog, we will explore how this enthusiasm can be dampened or sustained; given the fraudulent ecosystem that is currently prevailing.
How has ad fraud served black clouds over the streaming platforms?
- Viewability Fraud- This involves focusing on artificially inflating the viewability metrics of ads. Fraudsters use techniques to make ads appear "viewable" even when they're not fully in view of the user. For instance, ads might be placed at the very bottom of a webpage, so they are technically loaded but not actually seen by users.
- Impression fraud- Impression fraud involves generating fake ad views, giving the illusion of engagement when there is none. Bots and automated scripts mimic human behaviour, loading ads in the background without any actual user interaction. This leads to advertisers paying for impressions that were never seen by real viewers on platforms.
- Device and Location Spoofing- Fraudsters manipulate the device and location data associated with ad impressions. They may claim that an impression is coming from a high-value device and location, such as a smartphone in a premium market when it's actually originating from a different, less valuable source. Moreover, in the case of platforms like Fubo TV, users have the option of choosing their preferred devices to stream the content, ranging from mobile to smart TV which increases the vulnerability to device spoofing.
- Ad Injection- Ad injection involves unauthorized ads being injected into a user's browsing experience without the publisher's consent. These ads can appear on top of legitimate content, often redirecting users to malicious sites or fraudulent offers. Streaming platforms may unwittingly serve these injected ads to their users.
Apart from these, the most common fraudulent techniques of click fraud, domain spoofing and even pixel stuffing are incorporated by fraudsters to take advantage of the high number of users resorting to live streaming platforms as these undergo a revolutionary change.
Consequences of ad fraud in streaming platforms
For advertisers and publishers, the consequences of ad fraud on streaming platforms are far-reaching. Your carefully crafted ads might end up being viewed by bots instead of genuine users, leading to diminished returns on investment. Moreover, as the metrics get skewed due to fraudulent activities, making informed decisions becomes akin to navigating a maze blindfolded. This not only impacts your campaign performance but also hinders the growth of streaming platforms like Fubo TV Connect as advertisers become wary of investing in such environments.
What does the future look like?
There are various ad fraud management solutions in the market offered by brands like ClearTrust that can smartly combat the above-mentioned fraudulent tactics adopted by criminals. Moreover, a white-box detection solution provides it with a competitive edge in not just identifying but even blocking the fraudulent traffic from its unhealthy source; be it a click farm or otherwise.
In the realm of streaming platforms, brands like Fubo TV Connect hold immense promise, providing viewers with unparalleled entertainment experiences. Moreover, with the efforts taken to reach viewers in multiple segments ranging from general households to those supporting a specific political arm like Republics or Democrats, there is immense potential for it to reach the masses and be the favourite in no time.
However, the shadow of ad fraud looms large, threatening not only the platforms themselves but also the advertisers and publishers who rely on them. By staying informed about the evolving tactics of fraudsters and adopting preventive measures through integrating with the right solutions, advertisers and publishers can safeguard their investments and contribute to the growth of streaming platforms.
