Our commitment to fighting invalid traffic on Connected TV

Posted by Michael Spaulding, Senior Product Manager, Ad Traffic Quality

Connected TV (CTV) has not only transformed the entertainment world, it has also created a vibrant new platform for digital advertising. However, as with any innovative space, there are challenges that arise, including the emergence of bad actors aiming to siphon money away from advertisers and publishers through fraudulent or invalid ad traffic. Invalid traffic is an evolving challenge that has the potential to affect the integrity and health of digital advertising on CTV. However, there are steps the industry can take to combat invalid traffic and foster a clean, trustworthy, and sustainable ecosystem.

Information sharing and following best practices

Every player across the digital advertising ecosystem has the opportunity to help reduce the risk of CTV ad fraud. It starts by spreading awareness across the industry and building a commitment among partners to share best practices for defending against invalid traffic. Greater transparency and communication are crucial to creating lasting solutions.

One key best practice is contributing to and using relevant industry standards. We encourage CTV inventory providers to follow the CTV/OTT Device & App Identification Guidelines and IFA Guidelines. These guidelines, both of which were developed by the IAB Tech Lab, foster greater transparency, which in turn reduces the risk of invalid traffic on CTV. More information and details about using these resources can be found in the following guide: Protecting your ad-supported CTV experiences.