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Why Ad Fraud Keeps Battering Brand Safety
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USA : les utilisateurs de Twitter préfèrent les pubs contextuellement pertinentes
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Bots can gain access to CTV apps and pretend to deliver real ad impressions
Using spoofing tactics, bad actors can gain access to CTV servers, disguise bots as real viewers and even purport to run ads when no ads are present. As television viewership rates continue to climb, the threat of ad fraud grows. As part of The Drum’s deep dive into the future of TV, we unpack what marketers need to know.
With consumers stuck at home, connected TV (CTV) viewership – and media consumption at large – has skyrocketed. While CTV ad inventory presents new, high-value opportunities for marketers, it offers comparably attractive opportunities for fraudsters and bad actors. Because the cost per impression (CPM) is relatively high on CTV compared to other formats like display advertising, the incentives for fraud are obvious.
Report underlines importance of brands knowing where ads will be displayed
New data out from Integral Ad Science underlines the importance of brand safety - and brands knowing not only when ads will be shown but where and adjacent to what other content. That s because while overall internet usage, ad viewability, and even engagement metrics have improved over the past year, so has the chance that a brand s ad will be displayed next to unwanted content.
Integral Ad Science has released the H2 2020 Media Quality Report and among the more interesting findings is this: brands are being exposed to greater safety risks - namely having their ads displayed adjacent to adult content or hate speech. According to their data mobile video, which is the safest ad format to mitigate ad fraud (0.3%), is actually the least safe when it comes to brand risk (8.6%).
IAS Launches First Industry-Wide Digital Ad Verification Training Program
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