"The TV landscape is changing under our feet. Streaming has finally surpassed broadcast viewership , and it's unlikely the wheel will ever turn back. Amid this shift, advertisers have gotten loads of advice on how to reach their audience. The streaming landscape has some very large household-name players, but overall it is very fractured. FAST channels are proliferating like mushrooms after a rain. And CTV, like digital display before it, is facing fraud and mislabeled information."
"The prevailing advice for advertisers is to go directly to the networks that operate these streaming platforms. The entire industry wants to believe that direct deals with streaming platforms or media conglomerates can avoid all of the issues with fraud, invalid traffic and other junk inventory. What many won't admit, however, is that buying direct comes with a fraud risk itself."
"For the past 20 years, web publishers - including premium journalistic outlets - have deployed a tactic called reach extension to grow their scale. It's older than programmatic buying itself, and it's widespread across the ecosystem. Broader scale equates to more appeal to advertisers, which translates to more revenue for the publishers. While reach extension sounds like a solid goal, it's a dark art."
Streaming now exceeds broadcast viewership and the streaming ecosystem is fragmented with proliferating FAST channels. CTV faces fraud and mislabeled inventory similar to earlier digital display problems. Many advertisers are advised to buy directly from networks and streaming platforms, but direct deals can still deliver low-quality, made-for-advertising junk or bot traffic. The underlying problem traces to reach extension tactics used by web publishers to inflate scale and attract advertisers. Vendors that artificially boost reach frequently employ questionable methods, injecting fraudulent or invalid traffic into CTV inventory and direct programmatic deals.
Read at AdExchanger
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