Notwithstanding the opportunities brought by the rise of artificial intelligence (AI) in digital advertising, over 50% of Asia-Pacific (APAC) marketers are concerned that AI-driven ad fraud is undermining advertising quality, according to DoubleVerify’s “Global Insights: 2024 APAC Report.”
At DigiCon Revolution 2024, Tinee Cruz, Senior Sales Director of DoubleVerify Philippines, noted the growing sophistication of AI-driven fraud schemes targeting high-value media platforms like Connected TV (CTV) and mobile.
“Real-time detection is essential for maintaining media quality,” Cruz said.
AI has become a double-edged sword—while essential for advanced detection, it is also enabling fraudsters to better mimic human behavior and bypass standard detection mechanisms.
Fraud schemes increased by 23% in 2023.
Tools like Fraud AI and Classification AI are now critical for brands to identify and counter these threats. They protect investments and ensure compliance with media quality and brand suitability standards.
In addition to tackling fraud, APAC marketers face another pressing issue: consumer engagement. The APAC Attention Index reveals that engagement is not keeping pace with growing digital ad spend.
The Philippines recorded the lowest score in the region, with an average of 108—highlighting significant room for improvement in optimizing campaigns for interaction and attention.
This underperformance in consumer engagement emphasizes the need for innovative metrics and strategies. Marketers must focus on measuring attention more effectively to maximize campaign performance and return on ad spend (ROAS).
As AI technology continues to evolve, brands must address its dual impact—leveraging its potential to enhance campaigns while safeguarding against emerging threats to media quality and engagement.
“Effectively utilizing AI tools is essential for creating safer, more efficient, and impactful advertising in today’s dynamic digital environment,” Cruz said.
