Digital media measurement, data and analytics firm DoubleVerify (DV) has said it will continue to work with Roku on investigating emerging ad fraud schemes within the TV streaming industry.
The initiative follows the companies’ success in neutralising SmokeScreen, a sophisticated ad fraud scheme that targeted connected TV (CTV) devices, said DV.
The investigations leverage Roku’s proprietary Advertising Watermark technology and DV’s Fraud Lab and anti-fraud solutions to identify and mitigate fraudulent activities. DV and Roku said they intend to share technological resources to augment the impact and scope of their joint efforts.
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, said DV.
“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.”
“Our Advertising Watermark technology is instrumental in combating device and app spoofing,” added Adam Markey, director of product management, Ad Platform at Roku. “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.”