The latest study from DoubleVerify reveals a staggering 23% increase in new fraud schemes and variants in 2023, largely driven by the growing influence of generative artificial intelligence (GenAI) in the digital advertising landscape. The report highlights the Asia-Pacific region as particularly vulnerable, with connected TV platforms and mobile apps being hotbeds for fraud. While GenAI is transforming the media landscape, it’s also enabling sophisticated invalid traffic (SIVT) rates of up to 17%. However, the report also notes that 60% of APAC marketers believe AI-driven campaign optimization positively impacts media quality, indicating a recognition of AI’s potential benefits. Brand safety and suitability remain significant concerns, with Southeast Asia experiencing a 14% increase in brand suitability violations. The proliferation of low-quality content and Made-For-Advertising (MFA) sites is another area of concern, with MFA sites delivering 7% less overall attention on display ads and 28% less on video. Despite these challenges, Retail Media Networks (RMNs) stood out for their superior media quality, with fraud rates nearly one-third lower than the overall fraud benchmark.
AI-Powered Ad Fraud on the Rise
Generative AI’s role in media transformation and advertising is multifaceted, extending beyond just fraud to influence other areas such as campaign optimization.
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