Observed Signal · Nov 4, 2025 · Technical Release · Source: VideoWeek · Impact: 2/5 · Sentiment: Positive
IAB Tech Lab Tightens CTV Fraud with Device Attestation
IAB Tech Lab has unveiled Device Attestation as a new capability within its Open Measurement SDK to counter device spoofing in connected TV (CTV) ad fraud. The feature provides a secure signal of the device on which an impression is served, using a privacy-preserving approach based on the Privacy Pass Protocol from the IETF. Device Attestation sits inside the OM SDK and is launched with support on Apple devices and Fire TV, as the OM SDK has expanded into CTV since 2022. IAB Tech Lab CEO Anthony Katsur says the capability is a critical next step for CTV growth, stressing that the OM SDK relies on device-native signals rather than inferred data. HUMAN’s Geoff Stupay calls it a fundamental shift in fraud defense, while adoption by device manufacturers and buying platforms remains a key challenge. Ron Pinelli of the MRC notes device spoofing as a significant attack vector.
New device attestation capability for CTV fraud mitigation; initial platform coverage; industry impact moderate.
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Key Takeaways & Evidence Grounding
- Device Attestation is a new capability within the Open Measurement SDK to counter device spoofing in CTV ad fraud.
- It adapts the Privacy Pass Protocol from the IETF for the digital ads verification use case.
- At launch, Device Attestation is supported on Apple devices and Fire TV.
- Open Measurement SDK has been expanding into CTV since 2022.
- Anthony Katsur, CEO of IAB Tech Lab, says the OM SDK is the only measurement standard built on device-native signals.
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Related Market Signals & Shifts
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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.
Revamp AdTech Standards for 2026: Key Recommendations Ahead!
IAB Tech Lab published recommendations for digital advertising teams to adopt updated Tech Lab standards in 2026. Key calls include implementing the Open Measurement (OM) SDK with a new Device Attestation capability across Samsung, LG, AndroidTV and tvOS for verified CTV impression measurement; adopting the newly released CTV Ad Portfolio that standardizes six CTV ad formats (Pause, Menu, Screensaver, In‑Scene, Squeezebacks, Overlays); auditing and implementing privacy standards such as the Global Privacy Protocol (GPP), Data Deletion Request Framework (DDRF), Privacy Taxonomy and Accountability Platform; and preparing infrastructure for agentic AI by understanding and experimenting with the Agentic Real Time Framework (ARTF), an open-source containerized architecture that can reduce RTB latency and enable agentic workflows. The post is authored by Barnaby Edwards, Sr Director, Product Marketing, IAB Tech Lab.
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