Fraudsters are flocking to CTV

Paige Murphy
By Paige Murphy | 20 August 2020

There has been "sharp rise" in fraud across the connected TV (CTV) ecosystem, according to software platform for digital media measurement, data and analytics DoubleVerify's 2020 Global Insights Report.

CTV has become the fastest growing digital media channel and the highest growth environment for fraud.

Since March 2019, DoubleVerify has identified 1,300 fraudulent CTV apps with more than 60% of those detected in 2020 alone.

DoubleVerify also detected a 161% increase in fraudulent CTV traffic rates in Q1 of 2020 versus Q1 of 2019.

While bot fraud accounted for 26% of fraud incidents overall, it was responsible for 78% of fraud incidents on CTV.

“Fraud follows ad spend — especially within emerging channels like CTV, where measurement technologies are not widely adopted and demand outstrips supply,” DoubleVerify CEO Mark Zagorski says.

“It’s interesting to note that bot traffic, the most basic type of fraud, is back in this high-growth environment — which means it’s manageable.

"We expect CTV will continue to be a strategic area of focus and innovation for the company, as we see the opportunity to develop new performance metrics to build media buyers’ confidence and help accelerate the shift of linear TV dollars to CTV.”

The 2020 Global Insights Report addresses key issues that advertisers face today as they seek to maximize return on their digital investments.

“Brands are increasingly demanding greater clarity and confidence in their digital investments, as well as evidence of campaign performance that drives real business outcomes,” Zagorski says.

“This report reflects the critical challenges affecting the ad ecosystem worldwide, giving us the data needed to work together to find solutions.”

The 2020 Global Insights Report provides market-by-market analyses of video and display impressions measured from May 2019 to April 2020 across desktop and mobile web, mobile app and connected TV (CTV).

The report includes 80 countries across Asia Pacific (APAC), Europe/Middle East/Africa (EMEA), Latin America (LATAM) and North America. In developing the report, DV analyzed data from advertisers representing over 2,000 brands.

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