You know the experience. You discover a new café or restaurant in your neighborhood. The food is amazing, unlike anything you’ve had before. The proprietor, looking to build her business, treats you like royalty. You imagine all of the afternoons or weekend mornings you are going to spend there, sitting at yourtable, the staff delivering your regular order and asking about the health of your grandmother… until…
Boom. As if overnight, the place has landed on every top-10 list and is crawling with tourists, the line outside constantly a mile long.
Most good things don’t go undiscovered for too long. In the early days of email, there were fewer messages in your inbox than letters in your mailbox at home. Then came spam. What mainly hooked us on social media were the updates from friends. Now most of your friend requests are from “people” who want to help you gain thousands of followers or lose weight with magical diet tea.
It doesn’t seem like that long ago that Advanced TV – defined here by the IAB as an umbrella term that includes over-the-top (OTT)/connected TV, addressable TV, and addressable video on demand (VOD)—was the undiscovered new frontier for programmatic advertising. With consumers leaving cable in droves, Advanced TV emerged as a potent new advertising channel where brands could connect the power of digital — optimizing reach and influencing today’s hyper-connected consumer — with the branding impact of the largest screen in the house. Marketers could now serve high-impact ads as part of campaigns that sync with local events or weather conditions, deliver ads based on first-party data and get real-time analytics of viewing habits. With eMarketer* projecting 190 million users (US) of connected TV in 2019, including 103.7 million smart TV users, programmatic TV advertising has taken off.
Not surprisingly, like those tourists that took over your new favorite restaurant, fraudsters were quick to follow the money to Advanced TV and OTT platforms. While Advanced TV and OTT environments may not be as susceptible to traditional invalid traffic tools such as bots and crawlers, the rise of programmatic buying on these platforms has also seemingly increased the instances of ad fraud, whether it be video impression fraud, app spoofing and IP obfuscation, instances of continuous play or data center and proxy IVT (invalid traffic.) And because we are so early in the evolution of Advanced TV, the central standards and practices are not fully in place, leaving the programmatic ecosystem for Advanced TV vulnerable.
To help combat such ad fraud, RhythmOne hasformed an early collaborative partnership with Pixalate to implement a Media Ratings Council-accredited invalid traffic detection and filtration solution for OTT platforms. Pixalate is the first company to receive MRC accreditation for OTT invalid traffic detection and filtration, which means that our Advanced TV solution is one of those at the forefront for brand safety.
RhythmGuard, RhythmOne’s proprietary brand safety technology, incorporates the Pixalate solution for Advanced TV Pre-Bid Blocking to help prevent bidding on invalid traffic. This means Smart TV and OTT vetting at the device, app and IP address levels. And the RhythmGuard Advanced TV Post-Bid Analytics provides an end-to-end monitoring system that examines every Smart TV and OTT impression to help identify new invalid methods and sources. Importantly, RhythmGuard with Pixalate works to scale, with Pixalate’s monthly reach across 57 million Advanced TV devices, including every major Advanced TV platform and channel.
So, you don’t have to avoid your new favorite restaurant just because it’s popular. Make a reservation or call ahead and let them know you’re coming by — an owner worth her salt will remember that you were there in the early days that led to her success. With eyeballs flocking to Advanced TV, most advertisers can’t afford to not be there. But plan ahead to avoid endangering your brand. RhythmOne can help you ensure that you buy brand-safe, cross-screen inventory from our marketplace, and are excited to bring a new measure of quality assurance to the rapidly growing Advanced TV market.
*eMarketer, July 2018 (Forecasts)
This article contains forward-looking statements. In some cases, you can identify forward-looking statements by the words “may,” “will,” “expect,” “intend,” “plan,” “objective,” “anticipate,” “believe,” “estimate,” “predict,” “project,” “potential,” “continue” and “ongoing,” or the negative of these terms, or other comparable terminology intended to identify statements about the future. All statements other than statements of historical fact are statements that could be forward-looking statements, including, but not limited to, statements about the potential and effectiveness of advanced TV advertising. These forward-looking statements are subject to risks and uncertainties, assumptions and other factors that could cause actual results and the timing of events to differ materially from future results that are expressed or implied in the forward-looking statements. Factors that could cause or contribute to such differences include the dynamic and rapidly evolving sector, as well as the highly competitive industry that RhythmOne operates in, which make it difficult to evaluate prospects. These and other risk factors are discussed in RhythmOne’s Annual Report for the period ended March 31, 2018. The forward-looking statements in this press release are based on information available to RhythmOne as of the date hereof, and we assume no obligation to update any forward-looking statements.