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Digital media measurement platform DoubleVerify and Roku, Inc., today announced that they will continue to collaborate and investigate emerging ad fraud schemes within the TV streaming industry. This initiative follows the significant success in working jointly to neutralise SmokeScreen, a sophisticated ad fraud scheme that targeted connected TV (CTV) devices.
As ad investments in CTV continue to rise, DV and Roku recognise the necessity for vigilant monitoring and prompt action to counteract evolving ad fraud schemes. Through their joint investigations, the companies aim to identify and curb new fraud schemes, preserving advertiser confidence and securing the integrity of the CTV advertising ecosystem.
Leveraging Roku’s proprietary Advertising Watermark technology and DV’s Fraud Lab and anti-fraud solutions, the joint investigations will efficiently identify and mitigate fraudulent activities. Moreover, DV and Roku will be sharing technological resources to augment the impact and scope of their joint efforts.
“Combating ad fraud demands collective action and innovation,” said Mark Zagorski, CEO, DoubleVerify.
“Our successful partnership with Roku on SmokeScreen was just the beginning. As we move forward, our combined data and technology resources will empower us to identify and address emerging threats, safeguarding advertisers’ investments in the rapidly growing CTV landscape,” Zagorski said.
Meanwhile, Roku’s Director of Product Management, Ad Platform Adam Markey reiterated their commitment to combating device and app spoofing.
“Our partnership with DV enhances our collective capabilities to secure the TV streaming advertising ecosystem. Together, we are committed to ensuring transparency, accountability, and confidence for advertisers and partners,” Markey said.
The joint efforts of DV and Roku are vital in addressing the dynamic challenges posed by ad fraud schemes that exploit the complexities of the CTV advertising ecosystem. The partnership will focus on continuous monitoring, analysis and collaboration to respond to new threats, ensuring that advertisers can trust in the integrity of their CTV ad placements.
This joint commitment to investigating and mitigating fraud in the ecosystem is just one aspect of DV’s partnership with Roku. DV and Roku have a longstanding relationship whereby DV provides quality insights more broadly, including viewability and invalid traffic.
DV solutions are also integrated with Roku’s OneView platform, and the two companies plan to expand that solution to DV’s full suite of quality and performance solutions.
