DoubleVerify launches CTV certification program to help curb ad fraud

The ad authentification and measurement platform DoubleVerify has launched a certification program for the connected TV (CTV) programmatic ad industry, aiming to reduce ad fraud and invalid traffic (IVT) across the CTV space.

To receive DoubleVerify’s CTV Targeting Certification, ad tech platforms must be able to demonstrate their ability to prevent fraud and IVT using DoubleVerify’s pre-bid app and device fraud protection for CTV inventory.

Why we care

Connected TV — or over-the-top (OTT) TV — ad revenues are expected to grow 31% this year, reaching $5 billion. Last July, the nonprofit consortium AdLedger released a report claiming as much as 18% of ad requests for CTV inventory was fraudulent — that’s a sizeable chunk for an ad industry forecasted to reach $5 billion. DoubleVerify’s own research revealed a 120% year-on-year increase in fraudulent CTV and mobile apps. The company reports it identifies approximately 100,000 new CTV devices as fraudulent per day.

DoubleVerify’s certification process uses custom-built algorithms and detection methods that do not rely on any SDKs or custom integration. “DV’s CTV Targeting Certification gives advertisers confidence that their CTV investment is protected,” said the company’s COO Matt McLaughlin.

More on the news

• The first ad tech platforms to receive DoubleVerify’s CTV certification include Amobee, MediaMath, SpotX, The Trade Desk and Xandr.
• DoubleVerify has also published “The ABCs of CTV” in connection to its certification program. The guide offers best practices for CTV media quality measurement and performance.
• DoubleVerify says it has taken a “bespoke approach” with its certification program by combining human expertise with machine learning capabilities.

About The Author

Amy Gesenhues

Amy Gesenhues is a senior editor for Third Door Media, covering the latest news and updates for Marketing Land, Search Engine Land and MarTech Today. From 2009 to 2012, she was an award-winning syndicated columnist for a number of daily newspapers from New York to Texas. With more than ten years of marketing management experience, she has contributed to a variety of traditional and online publications, including MarketingProfs, SoftwareCEO, and Sales and Marketing Management Magazine. Read more of Amy’s articles.