IAB Tech Lab Launches Device Attestation Support in Open Measurement SDK to Combat Device Spoofing

Why It Matters

Device spoofing inflates ad spend and erodes confidence in digital‑media transactions; the new attestation signal gives the ecosystem a verifiable proof of device authenticity, strengthening fraud detection, measurement quality and monetization for CTV and mobile advertising.

Summary

IAB Tech Lab has introduced Device Attestation support in its Open Measurement SDK, initially for Apple devices and Fire TV, leveraging the IETF Privacy Pass Protocol to deliver privacy‑preserving attestations from device manufacturers. The capability lets buyers, sellers and verification firms independently verify that CTV and mobile inventory originates from genuine devices, directly addressing the widespread problem of device spoofing. By embedding native device signals rather than inferred data, the SDK aims to cut fraudulent ad spend, improve measurement accuracy, and provide sellers with a trusted supply‑path signal. The rollout is backed by major industry participants including Amazon Ads, Google, DoubleVerify, HUMAN and others.