Protection against ad fraud. By associating with trusted partners in a private setting, advertisers can more easily hold publishers accountable and advocate for stricter protocols. Insulation from brand safety risks for both advertisers and publishers. Increased transparency throughout the entire programmatic supply chain.

From better targeting to much-improved attribution, the attraction to brands and marketers is clear. There will be challenges, of course, as there have been with digital video advertising from day one—brand safety, ad fraud, etc.—but this nascent market looks set for explosive growth, so getting in at the ground level would be wise. Read Next. Sources. AudienceProject. Deloitte. FreeWheel.

The growth of connected TV (CTV) has been a rousing success story; unfortunately, fraudsters have noticed. As advertising budgets shift to CTV, alleviating safety concerns becomes increasingly paramount.

Digital ad fraud is still a major problem in the programmatic ecosystem, with advertiser losses estimated in the billions of dollars annually. This report explores how advertisers, publishers and partners are protecting themselves.