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Advertising AI agent · CTV fraud & measurement

CTV Fraud & Measurement AI Agent

Reconstruct the path a CTV impression claimed to take, test the app, channel and device behind it, then assemble the evidence a claim or block would need — the verification lead decides what's filed.

Typical delivery
4–6 weeks
Deployment
Your stack
Verification lead
Pre-claim
After launch
Agent Care

What this agent does

Reconstructs the path, not the fraud finding

In

  1. 01

    A bid request arrives claiming a device, an app or channel, and a TV screen.

  2. 02

    Normalise device, app and channel fields, and mark what an SSAI proxy forwarded rather than sent.

Reason

  1. 03

    Reconstruct the path the impression claims to have taken, bid request to named app or channel.

  2. 04

    Test the app, channel and device identity behind it against declared authorisation and history.

  3. 05

    Weigh SSAI-forwarded identifiers against the server ranges the client's own supply chain whitelists.

Decide

  1. 06

    Flag misrepresentation and identity-spoofing signals a human should weigh, never a verdict.

  2. 07

    Route every flagged bid to the named verification lead, never resolved without them.

Out

  1. 08

    Retain the evidence, the reconstructed path, the flags and the lead's decision against the case.

  2. 09

    Execute write actions only inside the approval boundaries agreed during implementation.

Product statement

The agent triages, reconstructs and reports what each source measured; the verification lead declares fraud, files any claim and decides any block, and the advertiser stays the counterparty of record.

Example workflow

One alert, bid to decision

  1. 1Bid request receivedBid-request log, SSAI proxy record, app-ads.txt entry or verification-vendor alert
  2. 2Signal assembledDevice, app and channel fields, SSAI-forwarded headers, prior sessions and whitelist status, each sourced
  3. 3Path reconstructedReconstructed path, identity-test result, misrepresentation flags and confidence
  4. 4Controls appliedSSAI-header checks, whitelist-range checks, authorisation checks and confidence threshold

No human action required

Stages 1 to 4 run unaided, and no claim or block is made at any of them — the agent tests and reconstructs, and the verification lead's lane opens at the confidence gate.

5DecisionBranches at the confidence threshold
High confidence

Goes to the verification lead to review.

Low confidence

Adds a second analyst read first.

Verification review

The flag is held with its reconstructed path, its identity test and the confidence.

Confirm · Edit · Escalate to claims review

Confirmed — packaged for the lead's decision

  1. 6Case-management and evidence systems updatedOnly where write access and approval policy allow it
  2. 7Outcome evaluatedFlag accuracy, escalation outcomes, filed claims and blocks decided afterward

Edits

Every lead edit is counted in the evaluation.

What should not run autonomously

Human approval stays in control

Outside the boundary — human approval required

8 items

  • Blocking a supply path, app bundle or seller ID.
    • Filing a fraud claim against a named counterparty.
    • Declaring an impression invalid or fraudulent.
    • Adjusting a measured delivery or viewability number.

  • Automation boundary

    Agent acts unaided

    • ✓Triage CTV bid-request and misrepresentation signals against configured detection rules.
    • ✓Reconstruct the path an impression claims to have taken.
    • ✓Test the app, channel and device identity behind a flagged bid request.
    • ✓Report what each measurement source counted, and what.

    Any write happens inside the boundaries agreed at implementation, never ahead of the lead.

    • Certifying inventory as MRC-accredited fraud-free.
    • Treating a clean-room reach figure as independently audited.
    • Selecting or endorsing a single measurement currency.
  • Changes to detection rules, thresholds or escalation policy.

Example output

One flagged bid, annotated

Everything the agent flags is attached to the bid request it was drawn from.

CTV fraud-triage output · single case

Illustrative example
Bid request
SSAI-served pre-roll
Finding
Bid claims a major streaming app on a connected TV, served through an SSAI proxy whitelisted at the IP range
Identity status
SSAI: unattributed device
Evidence source
This week's bid-request log
Confidence
81%
Attribution
Verification lead name on file

As received

Taken from this week's bid-request log and the SSAI proxy record — nothing on this side is written by the agent.

Evidence checked

  • Bid-request log
  • SSAI proxy header
  • app-ads.txt entry

Why it's flagged

The device did not send this request and a person still decides.

What the score decides

Below the configured threshold the flag picks up a second analyst read before it reaches the lead.

Action

ConfirmEditEscalate to claims review

Value

Where AI adds value

The same four claims, placed at the point in the workflow where each one applies.

Where the value lands

Value 01 – 04

Every flagged bid

From the bid-request log

03Triaging

Test every flagged bid

Reconstruct the claimed path and test it against SSAI headers, whitelist ranges and declared identity.

01Approved path

The device did not send it

Server-side ad insertion composes the request; the device identifier, IP and user agent are all forwarded values, and app and channel identity is self-declared.

02Human review

Send review to the paths

Misrepresentation and identity-spoofing signals concentrate behind whitelisted SSAI ranges, so the lead's read starts there.

04

Build an evidence trail

The impression, the path it arrived on and the analyst who escalated it stay on the case.

Integrations

Typical integrations

Five system groups connect to the same agent. Which of them are in scope is decided in discovery.

  • Ad verification & CTV

    • DoubleVerify
    • IAS
    • HUMAN
    • Pixalate

  • SSAI & streaming platforms

    • Roku
    • Amazon
    • Samsung
    • FreeWheel
    • SSAI logs

  • Supply-path & bid data

    • SSP bid logs
    • OpenRTB
    • app-ads.txt
    • sellers.json

Agent

CTV fraud & measurement

  • Reads the bid
  • Tests the identity
  • Holds for the lead

  • Reach & clean rooms

    • VideoAmp
    • Comscore
    • Clean-room exports

  • Observability & evaluation

    • OpenTelemetry
    • Langfuse
    • Supported monitoring/evaluation sources

Integration availability depends on the client's existing systems and API access.

Agent controls

Six layers between the model and the claim

The controls sit one inside the next. What they let through is named in the map below.

L6 · Outermost — last line of defence

Inward → L1 · closest to the model

L6Rollback / safe modeRevert triage to alert-only reporting when evaluation or production signals degrade.Roll back
L5Version monitoringTrack model, prompt, detection-rule and threshold changes.Track
L4TraceabilityRecord the evidence checked, the path reconstructed, the flags and the lead's decision.Record
L3Lead approvalHold flags for the named lead; it governs escalation, not whether the identity read is right.Gate
L2Policy guardrailsTest every flag against configured detection and escalation rules; a failure returns it.Restrict
L1Confidence thresholdsRoute low-confidence flags to a second analyst read before the lead sees them.Require review
Model coreFlag produced — reconstructed path, identity test and confidence
L1 – L2
Test whether a flag may stand
L3
Puts the escalation in the lead's hands
L4 – L5
Keep the impression and the path behind it
L6
Reverts to alert reporting when signals degrade

How Nestack evaluates it

Evaluate the triage workflow — not only the final flag.

Coverage runs the whole depth of the workflow, and every layer is cut by slice.

Surface — the flag the lead sees

  1. E1Final-output evaluationDid the reconstructed path and identity test match the underlying bid-request evidence?
  2. E2Step-level evaluationDid the agent use the current detection rules, whitelist status and cohort data?
  3. E3Tool evaluationDid it read the correct bid-request log and the correct SSAI proxy record?
  4. E4Confidence calibrationDo low-confidence flags actually attract more analyst escalations?
  5. E5Slice evaluationHow does accuracy change across specific apps and channels?
  6. E6Business outcomeHow many flags needed a lead correction after escalation?

Floor — the outcome the advertiser answers for

Failure modes

Where each failure originates in the agent

Seven failure modes, placed at the stage each one originates.

Agent lifecycle

Direction of processing →

  1. 01 · Retrieval

    1 mode

    • TV-03

      Stale SSAI whitelist range

      The IP range trusted as SSAI is a cached list, not this week's version.

    Stage gathers

    Bid logs, SSAI headers and app declarations

  2. 02 · Reasoning

    2 modes

    • TV-04

      Proxy value read as signal

      A value the SSAI proxy composed is treated as though the device sent it.

    • TV-06

      Whitelist bypass unflagged

      Spoofed headers behind a trusted SSAI IP range clear without a flag.

    Stage proposes

    Path reconstruction, identity flags, confidence

  3. 03 · Tool / write

    2 modes

    • TV-02

      Low-confidence auto-escalation

      A flag reaches the lead's queue despite insufficient certainty.

    • TV-05

      Duplicate case opened

      The same bid pattern is flagged and evidenced twice.

    Stage writes

    Only where write access and approval policy allow it

  4. 04 · Output

    1 mode

    • TV-01

      Named seller omitted

      A flag reaches the lead with no seller ID or app bundle named to weigh.

    Stage returns

    The flag the lead reviews against the record

  5. 05 · Change / Version

    1 mode

    • TV-07

      Silent detection drift

      A model or rule update widens what the agent will flag as spoofed identity.

    Stage tracks

    Model, detection rules and it is logged.

  • Sev-1 · flag escalated outside the boundary
  • Sev-2 · a bad flag reaches the lead
  • Sev-3 · signal degrades, flag routes to review
See the complete Advertising failure-mode catalogue

Affected slices

One clean rate can hide a spoofed app

A campaign-level IVT rate can look clean while the misrepresentation signal concentrates on one app or channel. Nestack reports the flagged-signal rate by slice, not only in total.

Slice performance — reported separately, not only in aggregate

Illustrative example
SliceFailure rateLiftLift vs. thresholdStatus
Impressions served through SSAI7.7%4.0×Review
Long-tail apps and FAST channels5.5%2.9×Review
Publisher-direct CTV inventory3.3%1.7×Watch
Major streaming apps bought directly1.9%0.8×Normal

Bar: misrepresentation-signal lift vs. the major-app baseline · scale 0–4.0× · tick at 2.0×

2 of 4 slices over threshold

Evidence-linked improvement

Every flight ends by adding a test

A cycle ends when the missed scheme is a case the next release has to pass. That suite is what the next alert triaged is measured against.

Improvement cycle · five stages

Switchback — the path turns at Improve and returns at Learn

  1. 01

    Detect

    Flagged-signal rate rises in an app or channel slice.

  2. 02

    Diagnose

    The impression no television ever rendered is checked against the SSAI header, the whitelist range and the app declaration until one cause explains it.

  3. 03

    Improve

    Version-stamp the correction and attach the cases that exposed it.

  4. 04

    Verify

    The affected cases run again, and a fail stops the release.

  5. 05

    Learn

    It becomes a permanent test, and the detection rules move with it.

  6. Learn → Detect

    The return edge. The next flight is triaged against a suite one case longer.

Typical build scope

Twelve workstreams across six weeks

The build scope read against the delivery timeline. Week structure follows the six-week plan — discovery, sources, triage workflow, evaluation, integration, then production validation and handover.

Workstream

Week 1Week 2Week 3Week 4Week 5Week 6

  1. 01CTV verification workflow discovery and boundary definition.Week 1
  2. 02Ad-verification and SSP source assessment.Week 1, Week 2
  3. 03Detection-rule and threshold mapping and rule mapping.Week 1, Week 2
  4. 04Bid-log ingestion and field normalisation.Week 2
  5. 05Path-reconstruction and identity logic.Week 2, Week 3
  6. 06Confidence scoring and escalation routing.Week 3
  7. 07Verification-lead approval workflow.Week 3, Week 4
  8. 08Verification-vendor and SSP integration.Week 5
  9. 09Spoofing and identity cases.Week 4, Week 5
  10. 10Guardrails and escalation controls.Week 4
  11. 11Impression-trail instrumentation.Week 5, Week 6
  12. 12Deployment, documentation and Agent Care handover.Week 6

12 workstreams · 6 weeks · bar shows the weeks a workstream is active — several run in parallel

Final scope and sequence confirmed in discovery

Engagement tiers

What each tier includes

Rows are the capabilities named in each tier's scope. Higher tiers include everything below them.

Capability✓ in scope · — not at this tierPilotOne supply path, one vendorProductionProduction verification accessAdvancedMultiple markets / advertisers
Introduced at Pilot
Triage against your detection rules✓✓✓
Verification-lead approval✓✓✓
Detection-accuracy baseline✓✓✓
Introduced at Production
Reporting by app and channel—✓✓
Escalation workflow in your tools—✓✓
Approved evidence write-back—✓✓
Verification-vendor integration—✓✓
Introduced at Advanced
Multi-vendor detection rules——✓
Multi-stage lead approvals——✓
High bid-request volume——✓
Multi-market CTV controls——✓
Build priceFrom $5,000From $8,000Custom quote
Final build price
Confirmed after discovery based on integrations, workflow complexity, transaction volume, approval controls and deployment requirements.
Separate from build
Build pricing is separate from recurring Agent Care, which covers managed monitoring, evaluations, incidents and verified improvements after launch.

What we need from you

What you bring, and what we build with it

Each input maps to a piece of build scope and a week in the delivery timeline.

  1. 01Your CTV supply paths and current SSAI setup

    Bid-log ingestion and identity-field mapping

    Week 1

  2. 02Representative flagged and cleared bid samples

    Triage baseline, path reconstruction and identity tests

    Week 2

  3. 03Your detection rules and escalation thresholds

    Detection-rule and escalation-threshold mapping

    Week 1

  4. 04Access to relevant APIs, feeds or exports

    Verification-vendor and SSP assessment, then integration setup

    Week 2

  5. 05Paths you would not want blocked

    Spoofing cases and the evaluation suite

    Week 4

  6. 06What no impression may be counted on

    Confidence scoring, escalation routing, guardrails and approval controls

    Week 3

  7. 07Named verification leads to review flags

    Verification-lead approval workflow, then pilot and production validation

    Weeks 5–6

Nothing else is required

Deployment, documentation and Agent Care handover are ours.

Delivery timeline

Four phases across six weeks

The bands follow the work as it actually falls, so week 5 holds evaluation and pilot at once.

Phase

W1

W2

W3

W4

W5

W6

  1. DiscoveryW1
  2. BuildW2 – W3
  3. EvaluateW4 – W5
  4. Pilot & LaunchW5 – W6

Week focus

W1CTV verification discovery, detection-rule mapping and the automation boundary

W2Verification-vendor and SSP integration, and the triage baseline

W3Triage workflow, confidence logic and escalation controls

W4Evaluation suite, guardrails and failure-mode testing

W5Verification-vendor integration, pilot flights and targeted corrections

W6One flight run under the verification lead, then Agent Care handover

Reading the band
A bar spans only the weeks its work occupies; the week 5 overlap is real, not padding.
At the end of W6
Once the cycle validates, monitoring moves to Agent Care.
Duration
Six-week plan shown · typical delivery 4–6 weeks depending on scope confirmed in discovery.

Next step · Advertising AI agent

Build a CTV fraud and measurement agent around your verification workflow.

Show us your bid-request logs, your SSAI setup and who signs off on a claim. Next, we'll reconstruct one flagged path end to end so your verification lead can see exactly what the agent would hand them.

Typical delivery
4–6 weeks
Deployment
Your verification stack
Verification lead
Pre-claim
After launch
Agent Care available

Nestack Agents · CTV fraud & measurement

AGT-AM-18 · Agent Care available after launch

Build a CTV fraud agent

Four questions so the call starts from your actual setup — then pick a time that suits you.

About you
Your CTV inventory

No obligation. We’ll map the workflow, name the automation boundary and tell you if an agent is the wrong answer.