Connected TV viewership and the gap between advertisers increasingly investing in this growing platform and reaching verified audience members — versus fraudulent bots — is a hot topic. And, it is one that broadcast television ad sales leaders are increasingly having.
Justin Skogen, VP of Enterprise and Government at Digital Element, addresses TV advertisers’ demand for assurance in this guest column.
As Connected TV (CTV) viewership continues to surge, advertisers are increasingly investing in this dynamic platform. However, this growth has highlighted a critical concern: ensuring that ads are delivered to real people, not bots, and are seen by the intended audience. With projections indicating that CTV ad spending will soon surpass traditional linear TV, the demand for accurate measurement and fraud prevention is more urgent than ever. Here, we explore the most notable trend from 2024 that will impact 2025—CTV advertisers’ demand for assurance—and best practices for the industry moving forward.
The Current Landscape of CTV Advertising
Connected TV viewership is at an all-time high, with platforms like AVOD (Ad-Supported Video on Demand), FVOD (Free Video on Demand), FAST (Free Ad-Supported Television), and vMVPD (Virtual Multichannel Video Programming Distributors) offering a plethora of viewing options. According to a report by MNTN, Connected TV now accounts for 50% of all TV hours consumed, totaling an astonishing 11.5 billion hours. As half of all Wi-Fi-enabled households stream TV, advertisers must follow consumer trends to maintain relevance and effectiveness.
However, despite Connected TV ‘s growing popularity and potential, advertisers face significant challenges in ensuring their ads reach the right audience. A report from Xenoss highlights the lack of standardized measurement and verification, while DoubleVerify reports multiple types of ad fraud plaguing the Connected TV environment, including bot traffic and fake apps.
Key Trends and Challenges in Connected TV Advertising
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Demand for Measurement and Verification: Advertisers are increasingly vocal about the need for reliable measurement tools. Unlike linear TV, which relied on Nielsen’s panels and the Gross Rating Point (GRP) for standardized measurement, Connected TV lacks common identifiers and consistent measurement practices. The complexities of cross-media measurement and data fragmentation make it difficult for advertisers to track and verify ad performance across different platforms and devices.
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Rising Ad Fraud: Ad fraud in Connected TV is a growing concern. Fraudsters use sophisticated tactics such as bot traffic and fake Connected TV devices to inflate video ad impressions. DoubleVerify’s Global Insights Report shows that bot fraud on Connected TV surged 69% in 2022 compared to the previous year. This escalating fraud problem underscores the need for advanced fraud detection mechanisms to protect ad spend and ensure genuine viewer engagement.
2024 Lessons Learned & Best Practices for CTV Advertising in 2025
To navigate these challenges and ensure that CTV advertising delivers real value, advertisers and platforms must adopt several best practices:
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Leverage IP Intelligence: IP intelligence data is crucial for identifying viewers’ geographical locations and detecting potential fraud. By analyzing IP addresses, platforms can determine if traffic is coming from legitimate sources or if it is being masked by proxies and VPNs. This data helps ensure that ads are shown to real users in the intended regions.
IP intelligence goes beyond just identifying the location. It provides insights into connection types, enabling advertisers to distinguish between residential, mobile, and business connections. This differentiation is essential for accurate targeting and ensuring ad campaigns reach the intended audience with minimal waste.
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Deploy Proxy and VPN Detection: Detecting and blocking proxy servers and VPNs is essential to prevent fraudulent activity. While VPNs have legitimate uses, many are employed to circumvent geo-restrictions. Streaming platforms should distinguish between VPN services that enable such circumvention and those that do not. Additionally, residential IP proxies, increasingly used to appear as legitimate traffic, should be identified and blocked using advanced IP intelligence tools.
Sophisticated proxy detection algorithms can identify patterns and behaviors indicative of proxy usage. These tools help in flagging suspicious traffic and enabling platforms to take proactive measures to secure their ad delivery mechanisms.
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Implement Granular Access Rules: Setting detailed access rules based on IP intelligence can help protect content and ensure the right audience sees ads. For example, platforms can block all traffic associated with proxies and handle VPN traffic on a case-by-case basis. This approach balances security with user experience, ensuring that legitimate users are not unduly penalized.
Granular access rules can also include setting thresholds for traffic anomalies, monitoring sudden spikes in ad requests from specific IP ranges, and requiring additional authentication for traffic from high-risk regions. These measures ensure that ad delivery is both secure and effective.
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Enhance Measurement and Verification: Standardizing measurement practices across Connected TV platforms is critical. Advertisers need transparent and consistent methods to track ad performance and verify that their ads reach the intended audience. Implementing comprehensive measurement solutions that integrate data from multiple sources can provide a clearer picture of ad effectiveness.
Measurement solutions should include cross-device tracking capabilities, allowing advertisers to understand the full journey of a viewer across different devices. By integrating data from smart TVs, mobile devices, and desktops, advertisers can gain a holistic view of their audience and optimize their campaigns accordingly.
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Stay Vigilant and Adapt: The landscape of Connected TV advertising is continuously evolving, and so are the tactics used by fraudsters. Staying vigilant and adapting to new threats is essential. Platforms should invest in ongoing research and development of fraud detection technologies to stay ahead of nefarious actors.
Continuous monitoring and updating of fraud detection systems are necessary to keep up with evolving threats. Collaboration with industry peers and sharing insights on emerging fraud patterns can also strengthen the collective defense against ad fraud.
As Connected TV grows in popularity and importance, advertisers must demand robust measurement and fraud prevention tools to ensure their investments are effective. By leveraging IP intelligence, deploying proxy and VPN detection, implementing granular access rules, enhancing measurement practices, and staying vigilant, the industry can address the challenges of Connected TV advertising and build a more reliable and trustworthy environment for brands and viewers alike.
Connect with Justin Skogen by connecting with him via LinkedIn
