Standardising bundled IDs can help advertisers mitigate CTV frauds

New Ideas in MarketingEssential news for marketers, summarised by YouGov
September 07, 2021, 11:32 AM UTC

The several entry points for “malfeasance” in DPS and SSP systems affects ad quality across CTV.

The scarcity of premium impressions in the over-the-top (OTT) and connected TV (CTV) market is enticing fraudsters to hoax advertisers into purchasing non-existent inventory. A recent report by DoubleVerify predicts that fraudulent ad inventory will persist in the near future.

Brands looking to scale video ads in CTV and OTT must remain cautious, given the pricing, lack of security protocols and non-standardised bundled IDs. Advertisers should bolster supply path optimisation, implement sellers.json at scale, and only use premium SSPs and DSPs, to avoid buying cheap traffic like in-app ads at higher CPMs.

Implementing third-party solutions can standardise bundled IDs and detect bundled scams, which can pose premium traffic. Use analytics detection tools, monitor suspicious ad placement to prevent getting defrauded by misrepresented unsold inventory types.

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