"A quarter of all Connected TV (CTV) bid requests can't be trusted. That doesn't mean fraud every time. Sometimes, it's incomplete data. Sometimes, it's oversimplified or mislabeled content. And sometimes, it's more intentional misrepresentation. But the effect is the same: Advertisers don't know if they're getting what they paid for and publishers can't be sure they're getting fair value for their inventory."
"Genre isn't enough, and it's costing everyone If publishers pass any contextual signals at all, it's usually a single genre. But self-declared genres in the bidstream are neither standardized nor nuanced. In Peer39's analysis of just one day's worth of traffic, more than a quarter (25.2%) of high-volume items came through with no genre at all or simply as "other." "Other" is, essentially, a dumping ground for complex, multi-genre content that buyers and sellers can't transact against."
"When the 5% of requests tagged as "other" were reclassified through Peer39 authentication, they broke down into News, Entertainment, Comedy (22.8%); News, Talk (19.6%); Talk, Interview, Politics, News (13.0%); News, Interview, Politics, Public affairs (9.8%); and Drama, Medical (5.4%). But "other" is just the most obvious example. Across the board, self-declared genres collapse nuance into buckets that mislead buyers and undersell publishers."
One quarter of Connected TV (CTV) bid requests lack reliable context because of incomplete data, oversimplified labels, or intentional misrepresentation. Advertisers cannot be certain they receive promised placements and publishers cannot confirm fair valuation of inventory. Genre labels in the bidstream are often a single, self-declared value that strips nuance. More than 25% of high-volume items had no genre or were labeled "other," and reclassification of those items revealed multiple distinct categories. Self-declared "news" labels are similarly noisy: only 42.3% of traffic labeled "news" matched plain news, with the remainder spanning local, business, and other formats.
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