Ad-tech firms are betting big on connected TV to fuel the next wave of digital advertising and are racing to build technology to power ads in over-the-top apps.

But advertisers struggle with fraud, measurement, and the need to show business outcomes from their ads that run on connected TVs.

Ad-verification company Integral Ad Science helps marketers measure whether an ad was seen by a person and for how long; detects ad fraud; and ensures ads don’t appear next to content that brands consider unsafe. But the technology that advertisers need to run ads in streaming apps differs from the technology used to power desktop and mobile advertising, so ad-tech firms like IAS have to build OTT technology from scratch.

Read the full article from Lauren Johnson in Business Insider.