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Share on XConnected TV (CTV) has experienced a meteoric rise in adoption. Linear is taking a backseat among consumers – and marketers are following suit. In fact, CTV ad spending has followed a steep incline this decade, reaching $26 billion by the end of this year and nearly $44 billion by 2026.
But there’s a harsh truth that comes with the rise of any format. As CTV dominates, fraud will follow. Marketers are on the lookout for increased media quality risks from the fragmented nature of CTV, and they’re right to do so – device spoofing and other fraud tactics are real risks as bad actors make their way to the format.
IAS and Roku defend ad spend
That’s why, starting today, IAS pre-bid fraud segments are available for marketers on Roku’s ad platform, OneView. Plus, IAS is now offering support for Roku’s Advertising Watermark – available only on authentic Roku devices.
Together, IAS and Roku are solidifying their vigorous efforts to stop fraud before it starts. With granular post-bid measurement and pre-bid optimization filters available on OneView, marketers can better understand their investments and ensure they bid only on valid inventory across Roku devices.
Roku’s innovative Advertising Watermark product fights device spoofing, deters bad actors, and validates the authenticity of ads that originate on the Roku platform. IAS is proud to support this effort, helping to give marketers the confidence and reassurance that their ads run exactly as they should on real Roku devices.
The critical impact of third party reporting on CTV
Third party protection is the most reliable way to defeat fraudsters and advertise with confidence on CTV. IAS and Roku give marketers independent protection with end-to-end invalid traffic coverage of ads purchased through OneView. This protection goes beyond just TV screens, providing coverage anywhere consumers stream – including mobile and desktop – so marketers can easily apply IAS’s IVT protection to entire campaigns on OneView.
Plus, IAS’s campaign optimization capabilities seamlessly match post-bid measurement and pre-bid filtering for improved ad effectiveness and coverage from every stage of every CTV campaign.
Beat bad actors and reach real users
Ad-supported CTV inventory is expanding at breakneck speed, and two-thirds of CTV buyers agree that fraud will grow in tandem.
Marketers have the power to beat bad actors on CTV. Starting today, digital marketers can now use the industry’s most actionable data to advertise with confidence that their ads are reaching real users on real Roku streaming devices.
