How to Avoid Ad Frauds in Connected TV Advertising or CTV Ads

Connected TV (CTV) advertising is one of the fastest-growing and most promising segments of the digital advertising industry. CTV refers to any device that can stream video content over the internet and display it on a television screen, such as smart TVs, gaming consoles, streaming sticks, and set-top boxes. CTV advertising offers many benefits and opportunities for advertisers and publishers, such as reaching a premium and engaged audience, delivering high-quality and immersive content, and leveraging advanced targeting and measurement capabilities.

However, CTV ads also faces some challenges and risks, such as the prevalence and sophistication of ad frauds, the lack of standardization and transparency, and the difficulty of ensuring brand safety and viewability.

In this article, we will explore the different types of ad frauds that can affect CTV ads, how they can be detected and prevented, and what are the best practices and strategies for creating a successful and secure CTV ad campaign.

What are the types of ad frauds in CTV advertising?

Ad fraud is a term that refers to any fraudulent or deceptive activity that aims to generate revenue from digital advertising without delivering any value or benefit to the advertisers or publishers. Ad fraud can take many forms and shapes, depending on the platform, device, format, and objective of the advertising campaign. Some of the common types of ad frauds that can affect CTV advertising are:

• Ad stacking: This is a practice where multiple video ads are cleverly layered on top of each other, creating misleading impressions. The fraudsters only show the topmost ad to the viewer, while hiding the rest of the ads behind it. This way, they can charge the advertisers for multiple impressions, even though only one ad was actually seen by the viewer.
• Domain spoofing: This is a type of fraud where fraudsters deceptively present legitimate CTV publishers as a front to trick advertisers into buying inventory on fake websites. The fraudsters use techniques such as manipulating the HTTP headers, altering the device IDs, or creating fake apps to make the advertisers believe that they are buying inventory from reputable and verified CTV publishers, such as Hotstar, Sony, Jio, YouTube or others. However, in reality, the ads are either shown on low-quality or non-existent websites, or not shown at all.
• Bot traffic: This is a type of fraud where fraudsters use automated software programs or scripts, known as bots, to emulate the behavior of real viewers, and generate spurious ad impressions, clicks, or conversions. Bots can also inflate the engagement metrics, such as watch time, completion rate, or viewability, by mimicking the actions and interactions of real viewers. Bots can be deployed on various devices, including CTV devices, to create the illusion of successful ad campaigns.

These are some of the types of ad frauds that can affect CTV advertising (and I am aware of), but there may be other types of frauds that are yet to be discovered or exposed (Plz add in comments).

Ad frauds can have a negative impact on the performance and effectiveness of CTV advertising campaigns, as well as the reputation and trust of the CTV advertising ecosystem. Ad frauds can result in wastage of ad spend, loss of possible revenue, damage to brand image, and distortion of data and insights.

How can ad frauds be detected and prevented in CTV advertising?

Detecting and preventing ad frauds in CTV advertising can be challenging, due to the complexity and diversity of the CTV ecosystem, the lack of standardization and regulation, and the sophistication and innovation of the fraudsters.

However, there are some ways that advertisers and publishers can use to safeguard their ad spend and inventory, and ensure the quality and integrity of their CTV advertising campaigns. Some of the ways are:

• Using fraud detection and prevention tools: There are various tools and solutions available in the market to help advertisers and publishers detect and prevent ad frauds in CTV advertising. These tools use various methods and techniques, such as artificial intelligence (AI), machine learning (ML), behavioral analysis, device fingerprinting, and blockchain, to identify and block fraudulent or suspicious activities, and provide real-time alerts and reports. For example, DoubleVerify, White Ops, Integral Ad Science, and Pixalate etc.
• Partnering with reputable and verified CTV publishers and platforms: Advertisers and publishers should partner with reputable and verified CTV publishers and platforms. The publishers who have a track record of delivering high-quality and authentic content and inventory, and that follow the industry standards and best practices. Advertisers and publishers should also verify the identity and credentials of their CTV partners, and use tools such as ads.txt, app-ads.txt, and sellers.json, to ensure the transparency and legitimacy of the CTV supply chain.
• Staying informed and updated about the latest ad fraud trends and threats: Being updated and informed is the best defense here. Stay informed and updated about the latest ad fraud trends and threats, and the best practices and strategies for combating them. Advertisers should also participate in industry forums and events, and collaborate with other stakeholders, such as trade associations, research organizations, and law enforcement agencies, to share knowledge and insights, and to create a common and unified front against Ad Frauds in CTV advertising.

What are the best practices and strategies for creating a successful and secure CTV advertising campaign?

Creating a successful and secure CTV advertising campaign requires a combination of planning, execution, and optimization, as well as a clear understanding of the goals, objectives, and metrics of the campaign. Some of the best practices and strategies for creating a successful and secure CTV advertising campaign are:

• Defining the target audience and the value proposition: Define your target audience and value proposition, and tailor your CTV advertising campaign accordingly. CTV advertising offers a unique opportunity to reach a premium and engaged audience, that has greater purchasing power, and that consumes high-quality and immersive content. Leverage the advanced targeting and measurement capabilities of CTV advertising, and deliver relevant and personalized messages and offers to their target audience, that can drive awareness, consideration, and action.
• Choosing the right format and creative: Choose the right format and creative for your CTV advertising campaign, and ensure that they are compatible and consistent across different CTV devices and platforms. CTV advertising offers various formats and creative options, such as pre-roll, mid-roll, post-roll, interactive, and native ads, that can suit different campaign objectives and budgets. As an advertiser, you should also ensure that your CTV ads are engaging & and compelling, and that they capture the attention and interest of the viewers, without disrupting their viewing experience.
• Measuring and optimizing the performance and effectiveness: Measure and optimize the performance and effectiveness of your CTV Ad campaign at regular intervals (daily, or bi-weekly). Use the data and insights to improve the ongoing as well as future campaigns. CTV advertising offers various metrics and indicators, such as impressions, reach, frequency, completion rate, VTR, viewability, brand lift, and attribution, that can help you evaluate the impact and outcome of your CTV ads. You can also use tools such as A/B testing, multivariate testing, and experimentation, to test and optimize different elements and variables of your CTV ads, such as format, creative, message, placement, and timing.

Conclusion

CTV advertising is a promising and lucrative segment of the digital advertising industry. It offers many benefits and opportunities for advertisers and publishers, as well as challenges and risks. However, the rising Ad Fraud in CTV Ads can have a negative impact on the performance and effectiveness of your CTV ad campaigns. Needless to mention the damage to the reputation and trust of the CTV advertising ecosystem. Ad frauds can result in wastage of ad spend, loss of revenue, damage to brand image, and distortion of data and insights.

With proper tools and measurements in place, these Ad Frauds can be detected and prevented. I hope that this article has given you some food for thought and some useful tips and suggestions for your next CTV ad campaign. Thank you for reading. ??Share your thoughts.??

-- Alok Kumar Upadhayay