"World of DaaS" DoubleVerify $DV CEO Mark Zagorski - the $100B war against digital ad fraud
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Jan 14, 2025 Mark Zagorski, CEO of DoubleVerify, opens up about the daunting $100B landscape of digital ad fraud. He discusses the alarming tactics exploited in advertising, particularly in Connected TV, and the financial consequences. With the decline of cookies, he navigates the evolving ad tech space and emphasizes the need for adaptable leaders in the industry. Zagorski also highlights the balance between technological progress and the necessity for human creativity, stressing that independent verification is key to fair advertising.
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Refrigerator Ad Fraud
- Fraudsters hijack operating systems of smart refrigerators.
- They then run ads on single pixels on the screens, impersonating connected TVs.
Lucrative CTV Fraud
- CTV fraud is lucrative due to high CPMs, allowing fraudsters to profit millions.
- Running hidden ads during hour-long sessions on thousands of devices generates substantial revenue.
Data Fidelity in Marketing
- Marketing data, while often inaccurate, remains valuable.
- Improving data fidelity involves user opt-in and smarter models, but privacy agreements pose challenges.