Ensuring brand safety
It's essential to get brand-safe content on the streaming service, not screensaver apps. OTT and CTV buyers should purchase directly from trusted publishers. Otherwise, the source of ad requests must be verified.
OTT and CTV are strong platforms for targeting large audiences. Amid ample opportunities, the environment remains vulnerable to certain types of ad fraud. The detected cases uncover the sophisticated techniques fraudsters employ. Hence, cooperation with reliable partners boosts brand safety and enables companies to avoid ad frauds on CTV.
Advertising agencies can ensure brand safety on CTV, taking into account these four helpful factors:
Selection of the right ad traffic and placement
In the U.S., cooperation in the uncertain legislative environment makes it challenging to reach a positive solution to the issue. Only the joint efforts will result in ad-fraud safety. Namely, advertisers should be responsible for desired content while agencies (or DSPs) are liable for targeting and controlling ad placements so monitoring of the ad campaign is carried out using proprietary software or employing anti-fraud systems.
Cooperation with certified advertisers
Don't rely on quick methods to monitor your effectiveness on CTV and employ key metrics to measure campaign effectiveness. Opt for programs that enable you to control the content, traffic and users' interactions. Analyze data to understand what to fix or alter in the advertising campaign. It will also prevent hazardous issues.
You should address third parties specializing in this sphere to help you control performance on CTV. Pixalate is the only anti-fraud vendor accredited by MRC for CTV (OTT) video impression measurement. Although MOAT and Double Verify are developing viewability measurement and brand safety tools, respectively, neither are certified yet. If you choose anti-fraud systems, make sure you've checked their credibility.