Fueled by connected TV, programmatic video has expanded significantly. However, there remain concerns over difficulties with cross-platform measurement, ad fraud, and the lack of uniform standards.

Advertising uncertainty just got worse: A report found that 17% of ads on CTV devices air while TVs are off, costing advertisers $1 billion.

Formats across linear TV and digital video, which includes connected TV (CTV), will account for $144.55 billion, or about 42% of total ad spending. Without a common system of measurement that connects the dots across mass and one-to-one advertising in online and offline ecosystems, effectively allocating video budgets to align with evolving consumer behavior will be difficult.

Mobile video and connected TV. Measurement problems and ad fraud. Plus! Brian Burch, vice president, marketing at StackAdapt, joins the conversation. Presenters:. Ross Benes is a senior analyst at Insider Intelligence.

eMarketer forecasting analyst Eric Haggstrom and principal analyst at Insider Intelligence Nicole Perrin discuss Google's (and YouTube's) latest earnings. They then talk about how much of a concern ad fraud is within connected TV advertising, the implications of the California Privacy Rights Act, and how people interpret emotionally infused ads.

This is happening largely because these tech giants dominate the spaces where digital ad budgets are going, such as CTV, social, and ecommerce. Buyers are getting more comfortable with programmatic CTV. As CTV platforms improve fraud detection and raise the quality of their programmatic inventory, the programmatic share of CTV ad spending will grow dramatically.

One thorny problem with connected TV (CTV) advertising is that the growing number of ad dollars spent on CTV has attracted fraudsters. How big is this problem? It depends who you ask.

This has led to a spike in fraud rates and costs that’s set to last, ensuring the continued importance of fraud management. From January to June 2020, the value of attempted ecommerce fraud grew by 4.7%, even as fraud volume ticked down slightly—and the average ticket price surged.

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.

Advertiser investment in connected TV (CTV) is ramping up quickly as more inventory becomes available, with YouTube, Hulu and Roku dominating the landscape. We estimate CTV ad spending in the US will reach $10.81 billion by 2021, up from close to $7 billion in 2019. But still, challenges remain, including fragmented inventory, ad fraud and frequency capping.

Digital advertisers know that media quality isn't a given with fraud and other nonviewable impressions plaguing the market for years. Tony Marlow, CMO at measurement firm Integral Ad Science, joins eMarketer principal analyst at Insider Intelligence Nicole Perrin to discuss the company's latest media quality benchmarks, what the industry's top priorities are for the year, and how viewable video is across devices.

For years, advertisers and their partners have complained about a lack of transparency in programmatic transactions, leaving them open to a number of problems including outright fraud. Jeremy Steinberg, global head of ecosystem at MediaMath, joins host Nicole Perrin to discuss why accountability is still a challenge and how the supply chain can come together to create better, more mature programmatic markets.

Connected TV (CTV). CTV’s share of US video ad spend will grow from 24.0% in 2021 to almost a third in 2025, making it one of the fastest-growing ad channels.

Connected TV. We also reported last year on the riskiness of CTV. This channel too continues to be a hotspot for fraud and marketer education to prevent it. CTV inventory is in high demand and still has relatively low supply. Like with mobile apps, the environment doesn’t allow for traditional JavaScript-based measurement and verification.