Observed Signal · Oct 10, 2025 · Technical Release · Source: AdExchanger · Impact: 3/5 · Sentiment: Negative
CleanTap Exposes Programmatic Flaws with Spoofed CTV Devices
A CleanTap study claims it successfully spoofed connected TV (CTV) devices to probe invalid traffic (IVT) in programmatic ad ecosystems. Using a Raspberry Pi with a dummy HDMI output and under $100 in hardware, CleanTap conducted a 10-day experiment in July, tracking thousands of bid requests from two IPs and asserting that 100% of the spoofed IVT was accepted into live auctions. The test led to ads being served to a spoofed CTV device from 54 brands. AdExchanger did not name platforms or publishers, noting the IVT was manufactured for the study. Third-party verification reportedly flagged impressions as invalid, yet ads were still delivered. The report underscores gaps in pre-bid and post-bid verification and highlights industry concerns about spoofed devices in the CTV supply chain, contributing to ongoing debate about IVT and detection capabilities.
Reveals vulnerabilities in IVT within the CTV programmatic ecosystem and raises concerns about verification and platform safeguards.
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Key Takeaways & Evidence Grounding
- CleanTap used a Raspberry Pi with a dummy HDMI connection and under $100 in hardware to spoof a CTV device.
- Over 10 days in July, CleanTap tracked thousands of bid requests from two IP addresses and claimed 100% of spoofed IVT was accepted into live auctions.
- A total of 54 brands purchased ads that were served to CleanTap’s spoofed CTV device.
- AdExchanger did not name any platforms or publishers, stating the IVT was manufactured rather than uncovered.
- Third-party verification flagged impressions as invalid, but programmatic platforms continued to deliver and transact on those impressions.
Connected Companies & Entities
2 Entities mappedRelated Market Signals & Shifts
Recent verified developments and strategic activity across this market segment.
New Tool Tackles CTV Device Spoofing Head-On
The IAB Tech Lab announced a new device attestation feature for its Open Measurement (OM) SDK to verify that ad impressions come from real devices rather than spoofed ones. The feature provides a deterministic signal from manufacturers through attestation tokens delivered using the Privacy Pass Protocol, aimed at reducing CTV fraud. OM SDK version 1.6 enables device attestation, with Apple and Fire TV devices currently supported. Manufacturers on board include Google, Apple, and Amazon, while participating ad tech companies include AdsWizz, Amazon Ads, DoubleVerify, Google, HUMAN, and IAS. The mechanism can support post-bid verification and potentially pre-bid use, though pre-bid viability is limited by API-call constraints. Industry experts emphasize that device attestation is a valuable signal but not a silver bullet for IVT, and widespread adoption by publishers and manufacturers will be required to realize its impact.
AWNY, Jupiter Fest Spotlight Agentic Ads and Open Web
Advertising Week New York and the inaugural Jupiter Festival Miami highlighted the industry's shift toward agentic advertising and anxieties about the open web's future. Major announcements included TikTok's off-platform ad expansion and a new AI shopping agent, Meta's AI campaign assistant testing, and OpenAI's visual ads introduction. Paramount's $110 billion acquisition of Warner Bros. Discovery closed, forming Skydance. Key themes were the threat of AI to publisher traffic, the rise of AI visibility tools, the early stage of agentic media buying, unsolved cross-platform measurement, and the booming sports and retail media sectors. Deals included PubX's acquisition of Compliant and a $5 million Series A, and OpenAI's reported $30 billion round talks with BlackRock and UAE investors.
Olyzon Launches Agentic Orchestration Platform for Advertising
Olyzon, an agentic orchestration platform for advertising, has launched its technology live in market, optimizing real advertising campaigns. The platform enables agencies and brands to orchestrate media budgets across CTV, YouTube, social, digital audio, and DOOH from a single interface, integrating with existing DSPs, SSPs, and measurement partners. It is positioned as a working example of a Unified Media Platform (UMP), connecting systems that previously operated in silos. Key integrations include Amazon DSP, DV360, The Trade Desk, Yahoo DSP, Universal Ads, Vibe, Spotify, PubMatic, Swivel.ai, DoubleVerify, Xpln, Lucid, and Innovid. The launch was announced at Advertising Week New York.
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