ivt

Confusion in CTV isn’t a natural byproduct of a maturing market; it’s an outcome of how distributors protect their pricing power.

AI is bringing accountability to ad tech’s murky middle, helping brands like EssilorLuxottica cut out bots, bad bids and wasted spend before a single impression runs.

The IAB Tech Lab’s new device attestation feature for its Open Measurement SDK provides a scaled way for original device manufacturers to confirm that ad impressions are associated with real devices.

CleanTap claims that 100% of the invalid traffic it spoofed was accepted into live auctions run by programmatic platforms and was successfully bid on by advertisers.

Meta’s sparse settlement payout ends the Cambridge Analytica scandal with a whimper; Google brings dynamic host-read ads to YouTube; and HUMAN uncovers IVT hiding in mobile app downloads.

CTV, like digital display before it, is facing fraud and mislabeled information. The prevailing advice for advertisers is to go directly to the networks and streaming platforms. However, buying direct comes with a fraud risk itself.

CleanTap, an ad tech startup launched by the founder of Method Media Intelligence, wants to separate the wheat from the chaff in CTV by serving as a curation layer between DSPs and SSPs.

A recent Google DV360 Help Center update had some advertisers panicking that invalid impressions served through Google’s ad platform would soon double. But now Google says that’s not really the case.

We’re seeing the worst possible outcomes with the CPM-based buying approach. And Google’s recent decision to hang on to cookies indefinitely risks perpetuating the worst parts of the digital ad business.

It’s important to have frank discussions with clients, explaining the need and value of brand safety. That way, marketers can make an educated decision on whether they truly need to pay for it.