Over-the-top video inventory demand is very strong, but the supply of impressions is limited. This has created an opportunity for fraudsters to trick advertisers into buying inventory that does not really exist.

For blockchain to have an impact on ad fraud, all parties to a programmatic transaction must agree to use it—and use the same system. Thus, adoption has been limited.

Digital ad fraud is being held in check, viewability rates are improving, and brand safety measures are largely effective in the UK. Measuring the success of a campaign, though, must move beyond what is easily measurable.