"Given the explosion of streaming content and distribution channels, some CTV publishers outsource programmatic operations to a CTV inventory management platform. This practice is particularly common among small FAST and AVOD publishers without significant programmatic advertising expertise. But in some cases, those inventory management providers, along with their publisher clients, also generate incremental revenue by selling other publishers' CTV inventory."
"Some platforms blend inventory from multiple unapproved bundle IDs into the same VAST tags tied to a publisher's DSP and managed-service deals, effectively pooling supply behind a single integration. This arrangement is where fraud can thrive. Sometimes the insertion of these foreign bundle IDs may yield significant revenue despite running for only a few hours. But these revenue "bursts" are, at best, noncompliant with ads.txt and SSP protocol and, at worst, come from serving fraudulent impressions."
Streaming viewership growth has shifted attention from linear to CTV, but ad fraud concerns keep major advertisers cautious about allocating large budgets to CTV. CTV publishers are managing programming, production, distribution contracts, and playout relationships while scaling. Many publishers adopt reactive fraud mitigation and license "good enough" IVT software, yet proactive measures are necessary. Small FAST and AVOD publishers often outsource programmatic operations to inventory management platforms. Some platforms and their clients resell other publishers' inventory, blending unapproved bundle IDs into shared VAST tags. Such pooling can produce short-term revenue bursts that are noncompliant or fraudulent, exposing legitimate publishers to IVT clawbacks, SSP termination, and reputational harm.
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