The rise of AI technology in digital advertising has introduced both opportunities and challenges for brands. According to DoubleVerify’s Global Insights: 2024 APAC Report, over 50% of APAC marketers are concerned that AI-driven ad fraud is undermining advertising quality.
At the recently held DigiCon Revolution 2024, Tinee Cruz, Senior Sales Director of DoubleVerify Philippines, addressed the growing threat of ad fraud in the industry. Tinee emphasized the increasing sophistication of AI-driven fraud schemes, which target high-value media environments like Connected TV (CTV) and mobile, making real-time detection essential for maintaining media quality.
Tinee highlighted the importance of harnessing AI-powered solutions, such as Fraud AI and Classification AI. With AI becoming a key tool in fraudsters’ arsenal, new fraud schemes have seen a significant increase with a 23% growth in 2023. Fraudsters are using machines to emulate human behavior better than before and evading standard detection mechanisms. Tools that cater to challenges amplified by AI enable brands to detect fraudulent activities quickly and ensure that their digital ads are aligned with media quality as well as with standards in brand suitability. By using these technologies, brands can protect their investments and improve the overall quality of their advertising.
In addition to combating ad fraud, the need to capture consumer attention is becoming increasingly critical. The APAC region’s Attention Index shows that consumer engagement is not advancing as rapidly as digital ad spend, with Philippines having the lowest average at 108, with room for improvement in optimizing for engagement. For marketers, this highlights the importance of adopting new approaches to measure attention and optimize campaigns for meaningful interaction. As they navigate this evolving landscape, understanding and measuring attention effectively will be crucial for maximizing campaign performance and return on ad spend (ROAS).
As AI technology continues to evolve, it presents an opportunity for brands to enhance their campaign performance while defending against emerging threats to media quality. Tinee concluded that effectively leveraging AI tools is essential for brands looking to create safer, more efficient, and impactful advertising in today’s dynamic digital environment.
