The increasing role of artificial intelligence (AI) in digital advertising has created opportunities and challenges for brands, especially in combating ad fraud. DoubleVerify’s Global Insights: 2024 APAC Report reveals that more than 50% of marketers in the region are worried about AI-driven fraud lowering the quality of advertising.
Speaking at DigiCon Revolution 2024, Tinee Cruz, senior sales director of DoubleVerify Philippines, pointed out the growing threat posed by advanced fraud schemes.
“Fraudsters are now using machines to mimic human behavior more effectively, making it harder for standard systems to detect fraudulent activities,” said Cruz.
AI tools such as Fraud AI and Classification AI have become essential in this battle.
“Real-time detection is critical to maintaining media quality, especially in high-value environments like Connected TV and mobile,” Cruz said.
According to DoubleVerify, a global software company, fraud schemes grew by 23% in 2023, highlighting the need for advanced solutions to protect advertising investments and uphold quality.
The challenge isn’t limited to fraud. Capturing consumer attention remains an area for improvement, especially in the APAC region. DoubleVerify’s Attention Index shows the Philippines with the lowest engagement score, averaging 108.
“Brands must explore innovative ways to measure and optimize for attention,” Cruz said, adding that by focusing on meaningful engagement, marketers can improve campaign performance and ensure better returns on their spending.
AI’s evolving capabilities offer marketers both tools to fight fraud and methods to enhance ad effectiveness.
“Leveraging AI effectively is vital for creating safer and more impactful advertising in today’s digital landscape,” Cruz said.