Whether it’s the serial killer biopic on Netflix, the true crime podcast comedy on Hulu, or the epic fantasy prequel series on either Amazon or HBO Max, the big zeitgeist TV shows are on streaming services. And those streaming services, if they weren’t built to be ad-supported in the first place, are adding ad-supported tiers.
Advertising on connected TV (CTV) platforms, which are how most viewers access those streaming services, is big business. Insider Intelligence forecasts ad spending on CTV platforms will reach more than $43 billion by 2026, more than double its forecast for 2022. With such explosive growth projected, HUMAN and TripleLift wanted to know more about what those ad buyers thought of the platforms poised to make such big gains. We asked CTV buyers how important fraud protection was to them, and if it registered highly on their radars, we dug into what specifically concerned them and how they were addressing it.
Our full report, Fraud on Connected TV: Buyers’ Perceptions and Plans, is available now, but here are five of the big takeaways:
As spend on CTV platforms and new frontiers continues to grow, buyers will naturally grow cautious and circumspect while balancing that worry with a need to get in front of new audiences. That imbalance is where fraud can live, and it’s why HUMAN and TripleLift teamed up for this research.
Read more about buyers’ expectations and concerns in the full report and in TripleLift’s blog about the research.