DoubleVerify combats ad fraud in connected TV

By Paige Murphy | 29 January 2020
Getty

Software platform for digital media measurement, data and analytics DoubleVerify (DV) has launched the industry’s first connected TV (CTV) Targeting Certification for programmatic platforms.

It is designed to protect advertisers from fraud and invalid traffic (IVT) in the CTV space.

In order to be certified by DV for CTV Targeting, a platform must demonstrate the ability to prevent fraud and IVT by applying DV’s pre-bid app and device fraud protection for CTV inventory transactions.

Certified partners to date 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,” DoubleVerify chief operating officer Matt McLaughlin says.

“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.”

Accompanying the launch, DV also released its CTV Guide, entitled 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 over 200 fraudulent CTV apps in the first half of 2019.

DV currently identifies approximately 100,000 new CTV devices as fraudulent per day.

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