With the popularity of CTV advertising continuing to show incredible growth over the past years, it is more important than ever that brands can take advantage of its many benefits. Adform is committed to providing our clients the best tools to protect their investments in this exciting environment.

4 out of 5 households in the largest European markets and approximately 87 million US households can now be reached through Connected TVs (source: Magnite CTV is for Everyone Report, 2021/22). This increase in viewers is supported by the growing number of new CTV options that are emerging in many markets, including more ad supported streaming services. In 2021, Adform saw an increase of 240% across the premium CTV inventory that is available in Adform’s Cross-Media Marketplace through our network of supply partners. These new services give viewers a wide range of on demand content to choose from leading many to switch from traditional linear TV to CTV as their primary way of watching TV. With the increase in available content, it is important that advertisers can ensure that their CTV campaigns are only shown alongside the content that aligns with their brand values. This is necessary because 2/3 of consumers stated that they would likely stop using a brand/product if the brand’s digital ad appears next to false, objectionable, or inflammatory content (source: DoubleVerify and The Harris Poll, 2019).

With that in mind, Adform is proud to extend the support of DoubleVerify’s (DV) industry-leading pre-bid brand safety and suitability solution to CTV. Using DV’s Authentic Brand Suitability (ABS) or Standard Brand Suitability, advertisers can target suitable CTV apps directly in Adform’s DSP. DV’s industry-first CTV brand safety and suitability solution allows advertisers to target DV’s app-level avoidance categories and app store data – providing advertisers with greater control and transparency into where their CTV ads serve. These new CTV controls are seamlessly integrated into DV’s Authentic Brand Suitability and Standard Brand Suitability products that have been available to Adform clients since 2020 – allowing for protection across CTV, Video, Display, and Mobile In-App environments.

CTV gives advertisers the opportunity to show their ads alongside premium TV quality content without having to pay traditional linear TV premiums. At the same time, the amount of ad impressions being offered programmatically has also increased dramatically in the past years, making it easier for advertisers to set up and run campaigns. However, along with the benefits of growing audiences, increasing content and programmatic access there has also been an increase in fraudulent activities in this traditionally safe environment. Recently, IAB Europe reported that they saw an increase in CTV fraud impressions of 220% in 2020 compared to 2019 and this trend is expected to continue rising.

To address this challenge, Adform has also enabled DV’s industry-leading fraud solutions for CTV apps within Adform FLOW. Expanding on the existing Display, Mobile and Video fraud solutions that were already available for our clients. Since first releasing fraud capabilities for CTV, DV has detected a rapid acceleration in fraudulent activity. In fact, DV detects around 500k sources of CTV fraud per day. Using their bespoke approach to combat fraud on CTV, DV combines human expertise and machine learning to cover a broad array of fraud techniques.

To start enabling the new Brand Safety and Suitability and Fraud Prevention controls on your CTV campaigns, access the setup guide in Adform Help or reach out to your account manager for assistance.

If you’re not yet a client of Adform, please contact us and get started!