Author:
David simutis

Connected TV is the fastest-growing digital advertising channel, now surpassing linear TV, and with good reason. While COVID-19 helped accelerate CTV adoption, the trend shows no signs of tapering off for the digital advertising ecosystem in 2022 and beyond: Leichtman Research Group said over 80% of TV households have at least one CTV device, a penetration higher than cable TV. eMarketer projects that CTV households will increase to 115.2 million by 2025, from 106.4 million in 2021. The ad dollars will continue to follow, with IPG MAGNA forecasting CTV advertising spend to grow by 34% in 2021 and to 28.4% year-over-year. These statistics point to an urgency for CTV advertising buyers to gain access to the same options that make other digital advertising channels brand safe and brand ...

There are a number of methods brands use to ensure brand suitability – most involve measuring publisher quality using reports from Invalid Traffic (IVT) vendors. These reports, generally speaking, are based on aggregated impression data about the quality of the visitor, not necessarily the quality of the publisher itself. They only scratch the surface when it comes to determining if a specific publisher is truly a valuable place for brands to put ad dollars. It’s one reason it’s difficult to determine which publishers are legitimate and suitable for your brand, and which are potentially harmful. But it’s not the only reason you have to be vigilant about brand suitability; bad-actors can “bamboozle” things like hidden ad placements and other elements like a terrible user experience. ...