DoubleVerify launches certification programme to reduce ad fraud and invalid traffic

Anne Freier | January 24, 2020

App Marketing

DoubleVerify, the ad technology and measurement platform, has just launched a new certification programme for connected TV (CTV) – or over-the-top TV – programmatic advertisers.

The solution aims to minimise ad fraud and invalid traffic in the CTV industry.

According to research by Magna, US OTT ad revenues are predicted to grow 31% to $5 billion in 2020, after rising 39% to $3.8 billion in 2019.

The rise is driven by popular platforms such as Hulu and YouTube.

“Smartphones are still the primary screen for the consumption of YouTube, but a sizable part of consumption is now on the big screen,” said Vincent Letang, EVP of Market Intelligence at Magna.

But DoubleVerify found that ad fraud has risen as well as fraudsters see an opportunity. The company noted a 120% increase in fraudulent CTV and mobile apps.

The company said in a release:

“DV has developed the most comprehensive and accurate CTV fraud identification in the industry, identifying millions of devices and hundreds of applications as invalid,” said Matt McLaughlin, COO of DoubleVerify. “DV’s CTV Targeting Certification gives advertisers confidence that their CTV investment is protected when buying through the market-leading platforms that have successfully completed this certification.”

To become certified, platforms must demonstrate that they prevent fraud by using the company’s pre-bid app and device fraud protection for CTV inventory transaction.

Certified partners include Amobee, MediaMath, SpotX, The Trade Desk and Xandr.