In our previous election security blog, we underscored the importance of securing digital frontlines to uphold the democratic process in the 2024 election. Beyond fake websites and social media impersonation, an emerging threat highlighted in our July 2024 Election Threat Report is paid ad fraud, also known as paid ad impersonation.

According to Statista, the cost of digital ad fraud in 2021 was estimated to be $65 billion globally in 2021 - about half of the U.S. market’s total ad spend in that year.

These search engine and platform-based threats not only erode trust between campaigns and voters but also pose risks to the electoral process as a whole.

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The Crucial Need for Protecting Against Paid Ad Fraud

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Paid advertising is a vital tool for political campaigns, enabling them to reach broad audiences with tailored messages. The 2024 election cycle is expected to see increased online activity, making it essential for campaigns to be vigilant. The rise of social media and digital platforms has expanded the reach of political ads, but it has also opened the door to more sophisticated fraud techniques.

The AP reported in July that Syracuse University released a study of more than 2,200 groups on Meta platforms (Facebook or Instagram) that ran ads between September 2023 and May 2024 mentioning one of the presidential candidates. Combined, the ads cost nearly $19 million and were seen more than 1 billion times. Many of the ads contained misleading information or deepfake videos, according to the AP.

Paid ad fraud can also undermine the authenticity of voter engagement. When campaigns fall victim to fraudulent ads, they may ultimately fail to reach genuine constituents, diluting the electoral message and skewing public perception. This not only hampers the individual campaign’s success but can also distort the overall electoral landscape, giving undue advantage to those who may exploit these tactics more effectively.

This power also makes paid ad fraud a tempting target for malicious actors, leading to several critical issues:

1. Voter Manipulation: Dishonest individuals can craft ads that appear genuine but are designed to mislead voters. These ads might spread false information regarding candidates, issues, or voting procedures, potentially swaying public opinion or discouraging voter turnout.
2. Brand Damage: Encountering counterfeit ads that seem to come from legitimate campaigns can severely harm voter trust. Even if recognized as fake, these ads can tarnish a campaign’s reputation.
3. Financial Loss: Campaigns invest heavily in their advertising strategies. Fake ads can divert traffic and donations away from legitimate campaigns, resulting in significant financial setbacks.
4. Legal and Compliance Risks: Disseminating false information via paid ads can trigger legal consequences for campaigns, including lawsuits and regulatory penalties.

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Doppel’s Strategy for Paid Ad Fraud Protection

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At Doppel, we understand the importance of safeguarding the integrity of paid advertising during elections. Our AI-driven platform, Doppel Vision, is engineered to detect and neutralize these threats in real-time:

1. Advanced Detection: Our technology monitors ad networks for signs of impersonation, such as misuse of campaign branding, misleading content, and suspicious account activity. By identifying these threats early, we can prevent them from reaching voters.
2. Proactive Takedown: Upon identifying a fake ad, our team swiftly removes it. This not only halts the spread of misinformation but also protects the legitimate campaign’s reputation.
3. Continuous Learning: Each takedown enhances our AI models' ability to identify future threats across modules and threat vectors, ensuring that Doppel remains a step ahead of malicious actors. This makes all Doppel Vision modules better post-takedown.
4. Collaboration with Platforms: We work closely with digital ad platforms to share insights and bolster their defenses against impersonation and malicious content, fostering a safer advertising environment during elections.

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Moving Forward: Ensuring a Fair and Transparent Election

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As the 2024 election draws near, campaigns must remain vigilant about the integrity of their paid advertising. At Doppel, we are dedicated to providing the necessary tools and expertise to protect these vital channels. By securing paid ads, we help ensure voters can make informed decisions based on accurate information, free from manipulation and deceit.

To dive deeper into these election security issues and how to counteract them, check out Doppel’s July 2024 Election Threat Report. Let’s work together to protect our democracy.