"Fraud is especially prevalent in connected TV (CTV) advertising. One of the fastest-growing channels in digital, CTV has become the newest playground for bad actors who know detection has not kept up with spend. Most marketers mistakenly assume that the biggest threat is sophisticated fraud itself. It's not. The biggest threat is the passive assumption that someone else - a demand-side platform (DSP), an agency, a publisher partner - has fraud handled. That assumption is how budgets leak. Not in a single blown buy, but steadily, campaign after campaign."
"Surfacing fraud doesn't require a deep technical background, just the ability to ask the right questions and press for real answers. Here are four questions every programmatic advertiser should be asking. The answers get harder, and more important, as campaigns move from display to video to CTV."
"Before you can spot fraud, you have to understand where your ad ends up. Programmatic ads travel through a chain of middlemen, exchanges, resellers, and verification layers before they reach a publisher. That chain is called the supply path, and the more hops it has, the harder it is to know what you actually bought. On display, your ads run on websites and inside apps. Ask your partner to walk you through the supply path for your campaigns."
"Is your inventory coming directly from trusted publishers, or is it moving through a long chain of open-exchange resellers? Display is also where page-level quality signals matter most. The industry is making real progress here, with new tools that surface granular page-level signals like ad density, refresh rate, and content quality. That kind of transparency is the direction every display advertiser should p"
$26.8 billion in global programmatic media value is lost each year due to supply-chain inefficiencies, fraud, and low-quality inventory. Fraud is especially prevalent in connected TV advertising, where bad actors exploit detection gaps that lag behind spend growth. The biggest threat is not sophisticated fraud alone, but the passive assumption that a demand-side platform, agency, or publisher partner has fraud handled, which causes budgets to leak steadily across campaigns. Detecting fraud does not require deep technical expertise; it requires asking the right questions and demanding real answers. Key questions include identifying where ads actually run, understanding the supply path and inventory sources, and increasing scrutiny as campaigns move from display to video to CTV.
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