The integration of artificial intelligence (AI) in digital advertising has brought new possibilities while introducing significant challenges for brands. A recent report, DoubleVerify’s Global Insights: 2024 APAC Report, reveals that over 50% of APAC marketers are increasingly worried about AI-driven ad fraud eroding advertising quality.
At the DigiCon Revolution 2024, Tinee Cruz, Senior Sales Director of DoubleVerify Philippines, shed light on the escalating threat of ad fraud within the digital advertising space. She underscored how sophisticated AI-driven schemes target premium media platforms such as Connected TV (CTV) and mobile, emphasizing the urgent need for real-time detection to safeguard media quality.
To combat these threats, Tinee highlighted the importance of advanced AI-powered tools like Fraud AI and Classification AI. With fraudsters employing machines to mimic human behavior more effectively, ad fraud schemes have surged by 23% in 2023. These tools empower brands to detect fraudulent activity promptly, ensuring ads meet high standards for media quality and brand suitability. By deploying such solutions, advertisers can protect their investments and maintain the integrity of their campaigns.
Beyond addressing ad fraud, brands must also focus on capturing consumer attention—a critical factor in today’s competitive landscape. The APAC region’s Attention Index reveals that consumer engagement isn’t keeping pace with rising digital ad spend, with the Philippines scoring the lowest average of 108. This indicates a pressing need for marketers to optimize campaigns for meaningful engagement. Adopting innovative metrics to measure attention and refining strategies for interaction will be essential for improving campaign performance and maximizing return on ad spend (ROAS).
As AI technology evolves, it offers a dual opportunity for brands: to enhance campaign performance and to defend against increasingly sophisticated threats to media quality. Tinee concluded by emphasizing that effectively leveraging AI tools is crucial for creating safer, more impactful, and efficient advertising in the ever-changing digital landscape.
