Connected TV (CTV) refers to television sets and devices that can stream digital video content directly from the internet. These devices connect to streaming services like Netflix, Hulu, and YouTube TV through built-in software or external streaming devices. The key difference from traditional TV is that CTV enables digital, targeted programmatic advertising similar to web advertising.
How Connected TV works
CTV devices use an internet connection to access content through apps and streaming platforms. This can happen through smart TVs with built-in internet capabilities or through attached devices like Roku, Amazon Fire TV, or Apple TV.
The streaming happens in real-time over the internet rather than through traditional cable or satellite signals. This allows for more interactive features and personalized content delivery.
Advertising on Connected TV
CTV advertising works differently from traditional TV commercials. Advertisers can target specific audiences based on viewing habits, demographics, and interests. This targeting capability makes CTV advertising more precise but also creates new ad fraud risks.
Connected TV fraud concerns
As CTV advertising grows, so does the potential for fraud. Fraudsters have found various ways to exploit the system:
- Bot networks that simulate fake CTV devices and generate artificial views
- Device spoofing that makes mobile or desktop traffic appear to come from CTV devices
- Server-side ad insertion (SSAI) fraud that creates fake CTV ad requests
- App spoofing where low-quality apps pretend to be premium streaming services
Protecting against CTV fraud
Advertisers need specific strategies to combat CTV fraud. This includes working with verified streaming platforms and using specialized fraud detection tools. These tools can identify suspicious patterns in viewing behavior and IVT.
It's important to monitor CTV campaign metrics closely. Unusual patterns like extremely high completion rates or views from unexpected geographic locations can signal potential fraud.
