Do you know how to spot a fake?
Advertisers who are well-versed in programmatic display are familiar with issues of fraud and non-human traffic. But connected TV content, despite being known for its premium inventory, can also be fraudulent, or fake. Instead of bot traffic (though that happens in CTV, too), fake content in CTV consists of screensaver channels, photo widgets, games, and mobile. Here’s how and how often fake content is making its way into CTV campaigns.
Peer39’s inaugural Q1 2022 Programmatic CTV Benchmarks Report unearthed some worrying statistics about fake CTV content. By looking across hundreds of billions of impressions in open bid programmatic, we found that:
It isn’t just about fake CTV content. Advertisers also want to do their best to avoid sensitive, unprofessional, and certain user-generated content. Our report found that unprofessionally-produced content averaged around 13% of total impression volume.
To date, marketers have lacked campaign-level visibility of channel, content categories, and delivery performance of their programmatic CTV buys. When advertisers better understand where their CTV ad buys ran and how their campaigns compare to the rest of the industry, they can work towards avoiding fake, unprofessional, and UGC content. You can do this by tapping into granular, normalized campaign-level reporting data from across the programmatic CTV landscape.
Peer39’s CTV Analytics creates innovative opportunities for campaign analysis and optimization with previously unavailable visibility. We pull from our vast CTV taxonomy of over 1,000 contextual, suitability and quality categories, giving advertisers insights and context for optimization of CTV campaigns. Our CTV categorization happens in real-time, ensuring advertisers have access to inventory faster and avoid problematic placements the minute campaigns launch.
To help advertisers further meet their specific audience targeting and brand safety goals, we’ve created brand safety and suitability categories purpose-built for CTV. These categories can be combined with channel and content targeting using CTV-specific categories:
These controls can be combined with:
Of the expected benefits of adopting CTV advertising, 44% of advertisers report comprehensive measurement and data insights as one of them. Getting access to the right data in the right format is the key to realizing that potential in your CTV advertising and ensuring you run on high-quality inventory, not fakes.
To keep your ad spend from being wasted on the wrong kind of content, check out our Safe From Fake Content category in our UI by filling out the form below.