California, USA – Programmatic digital advertising company PubMatic has announced that it is now expanding its fraud-free program to omnichannel clients, specifically those handling inventories of connected TV (CTV) and over-the-top media service (OTT).
The program is designed to expand scale and engagement opportunities for buyers and promote the development of the rapidly growing CTV sector, from a limited number of top-tier channels and apps, to a broader range of channels and apps with unique high value audiences.
Furthermore, it is expanded to include a money-back guarantee for demand-side partners if fraud is verified on PubMatic’s platform.
“We see tremendous upside potential in the transition from linear TV to connected TV, but fraud concerns have prevented some buyers from fully benefiting. We are confident in the quality of inventory on the PubMatic platform, and our fraud-free program should give buyers confidence to bid on quality CTV inventory at scale,” said Paulina Klimenko, chief growth officer at PubMatic.
She further says that publishers are creating a wealth of new premium TV content and that they are attempting to remove the major challenges and risks.
“PubMatic is helping DSPs, agencies, and advertisers take advantage of the dramatic increase in opportunities to engage the huge numbers of viewers shifting to CTV,” added Klimenko
With many buyers continuously buying from a small number of CTV publishers due to concerns over quality and fraud, PubMatic’s fraud-free program aims to enable buyers to embrace the full potential of programmatic bidding, where efficiency and control do not need to be traded off against each other.
In addition, PubMatic believes the full potential of programmatic CTV can only be realized when buyers have confidence that their investments will reach real consumers within their intended contextual environments.
“PubMatic employs a rigorous inventory review process for publishers across all platforms and formats (mobile, desktop, digital video and CTV). Leveraging a combination of expert human analysis, proprietary and third-party fraud detection tools, PubMatic vets publishers prior to onboarding and implements pre-bid and post-bid protections to detect and filter out invalid traffic and other nefarious activity, and has historically achieved low fraud levels,” the company said in a press statement.