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Adobe Advertising Cloud will start scanning connected TV inventory for invalid traffic

Programmatic

Adobe Advertising Cloud will start scanning connected TV inventory for invalid traffic

Adobe Advertising Cloud is widening its integration with White Ops to detect advertising fraud on connected TV inventory, Adobe announced last month. Adobe says the partnership will help ensure that all video inventory available on Adobe Advertising Cloud is scanned by White Ops, which will provide independent third-party bot detection.

According to Adobe, CTV is still susceptible to the same spoofing and misrepresentation of inventory as mobile and desktop inventory – especially given the recent growth of mid-tail and long-tail content available OTT.

“While ad fraud is likely still a nominal issue in connected TV advertising, we believe one dollar spent on a non-human viewer is one too many. We’re excited to be integrating with White Ops to prevent that from happening,” said Keith Eadie, VP and GM of Adobe Advertising Cloud.

“Great content in great environments attracts something very precious: real human engagement. The premiums paid in OTT advertising reflect just how valuable that engagement really is,” said Michael Tiffany, President and Co-Founder of White Ops. “With bots and spoofing and other tricks, ad fraud makes it look like there are way more people watching ads than there really are. That cheapens all the hard work done by real creators. Right now, in OTT, we have a unique opportunity to build the defenses needed to protect this precious environment before fraud grows. Adobe Advertising Cloud has demonstrated a longstanding commitment to rooting out ad fraud, and we’re proud to partner with them to extend protection to connected TV.”

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