A new report says there’s a rise in fraud on connected TV platforms. Here’s what pharma marketers should know, from two CMI/Compas experts, Joe Warren, EVP, Media Investment and George Tarnopolsky, VP, Programmatic:

While the headline is scary, it should not be a complete surprise. Clearly television streaming has had significant gains during Covid lock down, and as ad-funded broadcasters increasingly turn to programmatic buying options. Prevention of ad fraud requires adopting programmatic tactics similar to those that marketers have used in the display marketplace, albeit it is currently more challenging to prevent fraud in the video space.

Pre-bid brand safety and fraud prevention solutions are still evolving for emerging channels like Connected TV and Audio. In the interim, marketers can mitigate their risk by partnering with DSPs that screen every impression for bot traffic, via integrations with solutions like White Ops. In addition, marketers may rely heavily on Private Marketplace deals with premium content owners like A&E, CBS, the Golf Channel, and others—which ensures a premium, controlled environment for cTV ads. Lastly, marketers can utilize post-bid reporting from providers like DoubleVerify, closely monitoring their activity for brand safety and fraud, and making changes to campaigns based on observations.