3 Marketer Priorities for Combating CTV Ad Fraud

Author: Jason Jones, Director, Local Sales, Premion.

As the streaming TV landscape continues to expand, ad fraud remains a top concern for advertisers. According to our 2024 CTV/OTT study, a staggering 81% of advertisers are worried about ad fraud in their CTV/OTT campaigns, and 25% are very concerned.  As more ad dollars shift to streaming TV, the prevalence of ad fraud is likely to increase, making it crucial for marketers to take proactive steps to safeguard their investments.

The implications of ad fraud extend beyond financial losses; they can also tarnish a brand’s reputation. A single headline about compromised advertising can harm consumer trust, so it’s crucial for marketers to verify that the impressions they buy are delivered as promised. Effective ad campaigns are designed to achieve specific goals at the right time. Fraud not only wastes valuable ad dollars but also robs you of the opportunity cost of that campaign.

Addressing these risks requires industry-wide efforts to combat ad fraud. A recent joint study conducted by TAG, 4As, ANA and IAB shows how the industry’s anti-fraud collaboration made a significant difference in 2023 by reducing invalid traffic (IVT), saving $10.8 billion in U.S. display and video ad channels. This underscores the imperative for advertisers to partner with providers who are committed to anti-fraud measures and constantly evolving to stay ahead of fraudsters.

Key Considerations for CTV Ad Fraud Protection

To combat CTV ad fraud effectively, marketers should prioritize the following:

• Understand the supply path to the inventory you are buying and the fraud protection within it. Ask any agency or vendor to explain how their inventory is sourced and how they safeguard against fraud.
• Collaborate with trusted partners that ensure transparent accountability for your campaigns. Inquire about their specific measures to prevent fraud and their awareness of industry schemes.
• Gain full visibility into campaign performance by partnering with providers that provide transparent reporting down to the impression level to ensure you know exactly where your ads are running.

By holding agencies and providers accountable, advertisers can have the confidence that they are working with trusted partners. Seeking out the TAG Certified Against Fraud Seal is a crucial step in this process, as it indicates a provider’s commitment to maintaining vigilance against ad fraud and offering known, trusted inventory supply paths.

At Premion, ad fraud protection has been a strategic priority from the start. We’ve implemented robust measures to safeguard our advertisers and have earned the TAG Certified Against Fraud Seal, the TAG Brand Safety Certified Seal, and the TAG Transparency Seal, underscoring our commitment to trust and transparency in CTV advertising.

Read more on MediaPost here.

For more insights on CTV ad fraud protection and brand safety, let’s have a conversation.