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"World of DaaS"
DoubleVerify $DV CEO Mark Zagorski - the $100B war against digital ad fraud
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.
41:54
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Quick takeaways
- The $100B digital ad fraud economy threatens legitimate advertisers through deceptive practices that inflate perceived ad value and engagement.
- AI tools offer potential solutions to enhance data quality and audience targeting, but human creativity remains essential for effective advertising.
Deep dives
Types of Ad Fraud in the Industry
Fraud in the advertising technology sector has become a multi-billion dollar issue, with various forms affecting different devices and platforms. Common instances include spoofed URLs that mimic legitimate advertising inventory, fake applications that hide malicious ad placements, and even connected devices like refrigerators being hijacked to display unauthorized ads. For example, fraudsters can run ads on screens that appear turned off or generate impressions from fake views that audiences do not see, significantly inflating the perceived value of impressions sold. These deceptive practices not only compromise the integrity of advertising but lead to substantial losses for legitimate advertisers.
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