IAB Tech Lab Launches Device Attestation to Combat CTV Fraud
IAB Tech Lab has introduced Device Attestation support to its Open Measurement SDK (OM SDK), enhancing transparency and fraud prevention across digital advertising. The new feature—available for Apple devices and Fire TV in OM SDK version 1.6—adds a critical layer of verification to combat device spoofing, a persistent source of ad fraud in both CTV and mobile environments. Early adopters include AdsWizz, Amazon Ads, DoubleVerify, Google, HUMAN, and IAS.
Device spoofing occurs when fraudsters falsify device information to inflate inventory value, wasting ad budgets and eroding publisher revenue. By integrating attestation directly into the OM SDK, IAB Tech Lab enables buyers to verify that impressions are served on genuine devices. The system uses privacy-preserving attestations from device manufacturers via the IETF Privacy Pass Protocol, ensuring a secure and verifiable link between ads and devices.
For buyers, that means cleaner data and reduced waste; for sellers, trustworthy inventory; and for verification partners, stronger fraud detection.
IAB Tech Lab CEO Anthony Katsur called the update a critical step in CTV’s evolution. While the OM SDK already standardizes measurement across platforms, Device Attestation ensures the authenticity of the data behind those metrics—boosting buyer confidence and improving invalid traffic detection.
Manufacturer-verified signals are more deterministic and reliable than traditional probabilistic fraud detection. Although primarily useful for post-bid verification, attestation data can also inform pre-bid filtering strategies. Still, it’s not a complete solution—fraudsters can exploit real devices in fake setups—so additional safeguards remain necessary.
What This Means for Irish Advertisers
While not a cure-all for invalid traffic (IVT), Device Attestation represents a significant leap forward in transparency and fraud prevention for CTV advertising. As adoption grows, industry experts expect increasing pressure on publishers and device makers to participate—simplifying verification and improving media quality.
Leaders from Amazon Ads, HUMAN, and DoubleVerify predict the technology will reshape how CTV and mobile inventory are verified, setting a new baseline for trusted, verifiable ad delivery and marking an important milestone in the fight against ad fraud.