{"id":300981,"date":"2019-08-08T04:00:00","date_gmt":"2019-08-08T04:00:00","guid":{"rendered":"https:\/\/integralads.com\/insider\/the-ott-evolution-webinar-qa\/"},"modified":"2024-10-18T09:29:02","modified_gmt":"2024-10-18T09:29:02","slug":"the-ott-evolution-webinar-qa","status":"publish","type":"post","link":"https:\/\/integralads.com\/uk\/insider\/the-ott-evolution-webinar-qa\/","title":{"rendered":"The OTT Evolution webinar: Q&#038;A"},"content":{"rendered":"<p><span style=\"font-weight: 400;\">In our OTT Evolution webinar we discussed OTT and CTV, what fraud looks like in this environment and best practices to protect your brand. You can listen to the full <\/span><span style=\"font-weight: 400;\">recording <a href=\"https:\/\/go.integralads.com\/uk-webinar-registration-ott-evolution.on.demand.html\">here<\/a><\/span><span style=\"font-weight: 400;\">.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">We\u2019re keen to make sure all your questions around this emerging topic are answered, so please find answers to the questions you submitted below, which we did not have time to address during the webinar.\u00a0<\/span><\/p>\n<p><b>1. What\u2019s the difference between CTV and OTT?<\/b><\/p>\n<p><span style=\"font-weight: 400;\">CTV, for Connected TV, an internet connected device that can connect to a TV or a SmartTV that facilitates the delivery of streaming video content. CTV includes streaming device like Roku or Amazon Fire, a gaming console like Xbox, or maybe it\u2019s just a SmartTV.<br \/>\nOTT, for \u201cOver the Top\u201d, is the concept of delivering video content over the internet via a streaming device of VOD.<br \/>\nHalf the market is defining OTT in a more content centric way, meaning television-like video content delivered to any screen (computer, mobile, and CTV). The other half of the market defines OTT in a more device centric way, meaning video content delivered to a CTV specifically.<\/span><\/p>\n<p><b>2. Why is everyone using the term OTT differently?<\/b><\/p>\n<p><span style=\"font-weight: 400;\">This space is new and quickly evolving, the relevant definition will vary depending on what your challenges are as a company:<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">For media buyers looking to reach a specific audience, the content centric meaning of OTT will have more meaning.<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">For ad-tech companies, whose technology is typically environment specific, the device centric definition will be more meaningful.<\/span><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">From IAS\u2019s perspective, we focus on the device centric definition, given measuring the new space of CTV requires new technology to accurately measure it.<\/span><\/p>\n<p><b>3. Is all CTV inventory subject to fraud equally?<\/b><\/p>\n<p><span style=\"font-weight: 400;\">Let\u2019s talk about IVT (Invalid Traffic) rather than fraud.\u00a0 There are two kinds of IVT:<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">General Invalid Traffic (GIVT) which represents legitimate non-human traffic. Examples are search crawler, bots, and other non-human traffic that serves a supporting role in making the Internet as we know it function.<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Sophisticated Invalid Traffic (SIVT) which represents illegitimate non-human traffic. This could be traffic reported from entirely fake apps or traffic going to real apps from an entity that is trying to perpetrate fraud.<\/span><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">All publishers are equally subject to GIVT. In our experience, less transparent and long tail inventory tend to be subject to higher levels of SIVT.<\/span><\/p>\n<p><b>4. What percentage of Connected TV ads are fraudulent? And is there more fraud projected across programmatic open exchange?<\/b><\/p>\n<p><span style=\"font-weight: 400;\">Given it\u2019s early days for CTV, there are types of fraud that are not possible in this environment. For example fraud committed via cookie and click throughs, as neither are supported in a CTV environment. Therefore, we expect fraud to manifest itself differently in the CTV environment.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Based on client demand and the fact that we believe it is necessary to work directly with publishers to ensure accurate measurement in this new space, <\/span><a href=\"https:\/\/integralads.com\/news\/ias-builds-first-ever-connected-tv-verification-solution-nbcuniversal-cbs-interactive-leading-video-publishers\/\"><span style=\"font-weight: 400;\">IAS made the decision to start by measuring premium publisher inventory<\/span><\/a><span style=\"font-weight: 400;\">. We do indeed see lower levels of fraud there.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">It\u2019s likely that open exchange inventory would see much higher levels, but at this point in time most CTV inventory is being bought direct or through PMP deals.\u00a0 Some DSPs are not recommending buyers pursue open exchange CTV inventory until the market is more mature.<\/span><\/p>\n<p><b>5. What\u2019s the difference between Malicious App and Fake Publishers?<\/b><\/p>\n<p><span style=\"font-weight: 400;\">Fake Publishers can be web publishers that pretend to have CTV inventory, whereas Malicious Apps are CTV apps designed to conduct fraud. Malicious Apps may send ad requests all day long. The more CTV inventory becomes available through open exchanges, the more common we expect this scenario to become. This is similar to the fraudulent behavior we see through malicious mobile apps.<\/span><\/p>\n<p><b>6. In the current OTT ecosystem, what can advertisers and publishers do to protect themselves from ad fraud?<\/b><\/p>\n<p><span style=\"font-weight: 400;\">There are several steps we recommend be taken to protect against ad fraud:<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">You can avoid higher IVT rates by making sure buyer and seller are aligned on the definition of what they are buying.<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Favour direct publisher relationships and those who provide more transparency until the industry unlocks scalable IVT measurement across all inventory sources.<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Foster the adoption of the VAST 4.1 and above, which introduce essential elements for scalable measurement.\u00a0\u00a0<\/span><\/li>\n<\/ul>\n<p><a href=\"https:\/\/integralads.com\/uk\/news\/ias-builds-first-ever-connected-tv-verification-solution\/\"><span style=\"font-weight: 400;\">Click here to learn more about IAS\u2019s CTV offering<\/span><\/a><\/p>\n","protected":false},"excerpt":{"rendered":"<p>In our OTT Evolution webinar we discussed OTT and CTV, what fraud looks like in this environment and best practices to protect your brand. You can listen to the full recording here.\u00a0 We\u2019re keen to make sure all your questions&#8230;<\/p>\n","protected":false},"author":1,"featured_media":300982,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[295,280,281,294],"tags":[316],"class_list":["post-300981","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-ad-fraud-uk","category-channels-uk","category-ctv-video-uk","category-topics-uk","tag-ott-uk"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v27.7 (Yoast SEO v27.7) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>The OTT Evolution webinar: Q&amp;A - Integral Ad Science<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/integralads.com\/uk\/insider\/the-ott-evolution-webinar-qa\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"The OTT Evolution webinar: Q&amp;A\" \/>\n<meta property=\"og:description\" content=\"In our OTT Evolution webinar we discussed OTT and CTV, what fraud looks like in this environment and best practices to protect your brand. 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