DoubleVerify – a software platform for digital media measurement, data and analytics – released a new connected TV targeting certification to help prevent fraud.
The product is designed for programmatic platforms to protect advertisers from fraud and invalid traffic in the connected TV space. To gain DoubleVerify’s targeting certification, a platform must demonstrate the ability to prevent fraud and invalid traffic by applying DV’s pre-bid app and device fraud protection for CTV inventory transactions. Currently certified partners include Amobee, MediaMath, SpotX, The Trade Desk and Xandr.
“DV has developed the most comprehensive and accurate CTV fraud identification in the industry, identifying millions of devices and hundreds of applications as invalid,” said Matt McLaughlin, COO of DoubleVerify, in a statement. “DV’s CTV Targeting Certification gives advertisers confidence that their CTV investment is protected when buying through the market-leading platforms that have successfully completed this certification.”
DoubleVerify also released its connected TV guide, “The ABCs of CTV,” to educate advertisers on best practices around CTV media quality measurement and performance. DV recently tracked a 120% year-on-year increase in fraudulent CTV and mobile apps and flagged more than 200 fraudulent CTV apps in the first half of 2019 alone. DV currently identifies approximately 100,000 new CTV devices as fraudulent per day.
Last year, MadHive looked at OTT advertising requests in the open marketplace and found significant amounts of fraudulent activity. According to the company’s data, put together after analyzing more than 1 billion OTT ad requests, 18% of OTT inventory is fraudulent. What that fraud looks like, for example, could be a single device requesting unusually high ad fills during a given time, inferring that device-based fraud is occurring, according to Mike Gasbara, director of emerging technologies, blockchain and advertising at Fabric Media.