Key Moments from the SAS 2024 Inventory Panel

App spoofing is a growing concern among marketers as fraud committers get increasingly adept at disguising their bid streams. Peek into insights from Brian Singleton, CEO of EMG, and Kyle Benn, Vice President of Independent Demand Facilitation at Magnite, as they uncover the realities of inventory fraud and effective detection strategies.

Differentiating between genuine and manipulated inventory is no straightforward task. Fraudsters meticulously replicate legitimate bid streams, incorporating authentic elements to deceive marketers.

Without deterministic attribution, app fraud often evades detection. Since fraudulent activity fails to convert, manipulated inventory is quickly exposed as underperforming and can promptly be blocked. For automotive marketers, this involves measuring metrics like dealership foot traffic and website conversions to uncover underperforming inventory IDs that may indicate fraud.

To effectively navigate a fraud-ridden ecosystem, prioritize investments in deterministic attribution solutions or partner with trusted platforms offering these capabilities. Exercise caution with metrics that appear overly favorable, such as unusually low CPM rates or inflated impression yields. Demand full transparency from advertising platforms and address any discrepancies promptly to catch these bad actors.

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