Fraud follows the money: what marketers need to know about brand safety and CTV

"CTV comes with more premium CPMs and we know that fraudsters are going to follow those premium CPMs to make more money. We also have increasing consumption, so it's no surprise that we have seen an increase in fraud. In the last 18 months, DoubleVerify has detected over 1300 fraudulent CTV apps, and 60% of that actually has been in 2020."

"It is very important, of course, especially for us because we have very family orientated, personal care brands. We produce Huggies, Kotex and Kleenex, so it has to be safe for the whole family. It's becoming more and more important, not really only on the CTV side of things but also as brands are also being driven by UGC and word of mouth."

Viewership has shifted strongly to connected TV (CTV), increasing time spent on premium video and raising CPMs. Fraudsters follow premium CPMs, producing a rise in CTV ad fraud. DoubleVerify detected over 1,300 fraudulent CTV apps in the past 18 months, with 60% identified in 2020. Family-focused brands require safe environments across CTV, user-generated content and word-of-mouth channels. Marketers must implement comprehensive brand safety strategies alongside investments in CTV and advanced TV. Start-ups and technology innovation can offer solutions, while agencies can help by accelerating education and managing rapid technological change.

Read at The Drum