CTV Manufacturers Have A New Tool For Catching Spoofed Devices | AdExchanger

"Device-level verification The tech works simply enough: First, a publisher integrates OM SDK 1.6. Then, when an ad creative is served to a user in the publisher's audience, code embedded in the creative triggers an attestation call to the measurement provider. The measurement provider then requests an attestation token directly from the manufacturer. The manufacturer provides the token using IETF's Privacy Pass Protocol. The protocol offers a safeguard against bad actors reverse-engineering the attestation, because the manufacturer must confirm that it provided the token."

"Getting that confirmation directly from manufacturers helps advertisers avoid serving ads to devices that are only pretending to be CTVs or that may not have real people viewing the ads. And, because the confirmation is a deterministic signal provided by the manufacturer, it's more reliable than the probabilistic proxy signals ad tech platforms usually rely on to catch fraudulent devices. Manufacturers that have signed on so far include Google, Apple and Amazon, and device attestation is currently supported on Apple and Fire TV devices."

"OM SDK's device attestation is device-agnostic, and it could be used to verify both TV and mobile ad impressions, said CEO Anthony Katsur. However, fighting CTV fraud is the main motivating factor and the focus at launch. Participating ad tech companies include AdsWizz, Amazon Ads, DoubleVerify, Google, HUMAN and IAS. The new feature will be available through publishers that adopt OM SDK version 1.6."

IAB Tech Lab added device attestation to the Open Measurement SDK 1.6 to enable original device manufacturers to confirm ad impressions are tied to real devices. Manufacturers provide deterministic attestation tokens via IETF's Privacy Pass Protocol, preventing reverse-engineering and making the signal more reliable than probabilistic proxies. Publishers integrate OM SDK 1.6, and ad creatives trigger attestation calls to measurement providers, who request tokens directly from manufacturers. Device attestation is device-agnostic and can verify TV and mobile impressions, with initial focus on combating CTV fraud. Google, Apple and Amazon have signed on; Apple and Fire TV devices currently support attestation. Participating ad tech firms include AdsWizz, Amazon Ads, DoubleVerify, Google, HUMAN and IAS.

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