CTV

How to safeguard and grow OTT, CTV ad revenues during the pandemic

The following is a guest post from Daniel Elad, chief strategy officer at SaaS ad monetization platform​ TheViewPoint. Opinions are the author’s own.

The COVID-19 pandemic has disrupted every industry, including the media sector, providing both challenges and opportunities. Among widespread travel restrictions, postponed or canceled live sports events (the Tokyo Olympics, for instance), and a dense cloud of uncertainty, the global advertising industry is slowing to a crawl in some ways and swiftly pivoting in others.

When it comes to the martech industry, it’s paramount for connected TV and over-the-top (CTV/OTT) publishers to keep commerce flowing during these

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How to withstand ad fraud in the CTV environment

The following is a guest post from Anna Kuzmenko, COO at Fiksu DSP. Opinions are the author’s own.

Lockdowns caused by the current COVID-19 pandemic have dramatically altered everyday life. This change reinforces the position of connected TV (CTV) and over-the-top (OTT) as primary means of entertainment for thousands of people worldwide. With this in mind, the advertising industry can enlarge the number of potential ad viewers. Yet, it’s essential to realize both the positives and negatives of the digital ad marketplace, as it not facilitates profit and challenges companies to deal with scams.

The CTV landscape

CTV and

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Recent CTV ad fraud scheme could be biggest ever

Dive Brief:

  •  At its peak in January, a bot network scheme called Icebucket impersonated more than 2 million people and generated 1.9 billion ad requests — or 28% of total volume — on programmatic platforms for connected TV (CTV), per a blog post shared by White Ops with Marketing Dive. The cybersecurity and ad verification firm claims it is the biggest CTV ad fraud operation in history.

  • Icebucket counterfeited more than 300 publishers, tricking advertisers into thinking that real people were seeing their ads. Instead, the viewing activity was artificially created with sophisticated bots that impersonated the activities of human

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Rubicon Project, Telaria complete merger to seize on booming CTV space

UPDATE: April 1, 2020: Rubicon Project and Telaria completed their merger following stockholder approval, creating the largest independent sell-side platform in advertising, according to a press statement. The deal closed earlier than an initial July 2020 projection, and the combined company will take on a new name in the coming months.

Dive Brief:

  • Rubicon Project and Telaria, two publicly traded ad-tech firms, today announced a stock-for-stock merger that will create the largest independent sell-side platform in the advertising industry, per details shared with Marketing Dive. The new combined entity, which does not yet have a name, intends to offer
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