Google this month announced the launch of Programmatic Access Library (PAL), a lightweight SDK alternative for partners who cannot integrate with Google's Interactive Media Ads (IMA) SDK because of technical limitations or complex video setups.
Google says the Programmatic Access Library (PAL) helps programmers and distributors to monetize connected TV ads at scale while respecting the Ad Manager video publisher policies.
According to Google, PAL offers the ability to securely pass programmatic signals, enable inventory verifications against fraud, and streamline workflows that don’t require content to be manually tagged.
Google explains that is also integrating additional connected TV app identification capabilities into Ad Manager that ensure each ad request is coming from a connected TV app’s content owner or authorized seller.
eMarketer this month predicted the time spent with OTT video content will surpass 62 minutes per day this year. However, Doubleverify is detecting a 161% increase year-over-year in fraudulent CTV traffic.
DoubleVerify also points that only 20% of CTV auctions have app names that adhere to IAB conventions.