DoubleVerify (DV), a digital media measurement and analytics software platform, and Roku, have announced an ongoing collaboration to combat ad fraud schemes within the TV streaming industry. Following their successful joint efforts in neutralizing the SmokeScreen ad fraud scheme that targeted connected TV (CTV) devices, DV and Roku are committed to investigating and curbing emerging fraud schemes to preserve advertiser confidence and ensure the integrity of the CTV advertising ecosystem.
Leveraging Roku’s proprietary Advertising Watermark technology and DV’s Fraud Lab and anti-fraud solutions, the companies aim to efficiently identify and mitigate fraudulent activities. They will also share technological resources to enhance the impact and scope of their joint investigations.
The collaboration between DV and Roku is an attempt to address the dynamic challenges posed by ad fraud schemes that exploit the complexities of the CTV advertising ecosystem. Their joint efforts will focus on continuous monitoring, analysis, and collaboration to respond to new threats, assuring advertisers of the integrity of their CTV ad placements.
Beyond ad fraud mitigation, DV’s partnership with Roku encompasses a broader scope. DV provides quality insights, including viewability and invalid traffic, and their solutions are integrated with Roku’s OneView platform. Future plans involve expanding the integration of DV’s full suite of quality and performance solutions.
