IAB Tech Lab adds fraud-fighting tools for CTV

New Ideas in MarketingEssential news for marketers, summarised by YouGov
September 16, 2021, 11:16 AM UTC

The IAB Tech Lab is bringing existing fraud-fighting tools, like Ads.txt, Sellers.json, and App-ads.txt to CTV.

The Media Rating Council (MRC) renamed the term "over-the-top" to "connected TV" to ensure CTV inventory buyers are on the same level as the industry. The MRC is asking the industry to use CTV measurement solutions developed by IAB Tech Lab.

The Ads.cert launching this month will validate server-side ad insertion data, preventing scammers from deceiving advertisers to pay for ads that will never be viewed. The Open Measurement SDK, which helps validate if an ad was delivered on a mobile or web, will be available for CTV in 2021.

Shailley Singh, of IAB Tech Lab, notes that the Lab is “working closely” with the MRC to create updated guidelines for CTV. Ads.txt, Ads.cert, and the Open Measurement SDK in CTV will help address SSAI fraud and measurement challenges.

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