"In the cat-and-mouse game of CTV ad fraud, the cat has a new mousetrap. IAB Tech Lab has introduced device attestation as a new system for combating device spoofing, or fraudsters imitating CTV devices in order to siphon streaming ad dollars."
"Usually companies try to check that an ad is being served on an actual CTV device by effectively making educated guesses based on the data available to them related to the ad impression, like the corresponding device's IP address. This is like a liquor store clerk verifying a person's age based on how babyfaced they are or how much their voice cracks; it's not a bad gauge, but not foolproof."
"By contrast, device attestation enlists the actual CTV device to verify it is in fact an actual CTV device, which is like the liquor store clerk asking for a person's driver's license."
IAB Tech Lab introduced device attestation as a system to combat device spoofing, where fraudsters imitate CTV devices to siphon streaming-ad dollars. Device attestation enlists the CTV device to provide verifiable assertions of authenticity rather than relying on inferred signals like IP address. The approach shifts verification from aggregating negative signals to receiving positive device-origin assertions from device manufacturers' attesters. Adoption across the CTV ad ecosystem is necessary for meaningful impact. Device attestation is not a complete solution to ad fraud; it functions as an additional tool that complements existing verification methods and helps buyers build trust in inventory sources and partners.
Read at Digiday
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