Advertisers are flocking to streaming TV, pursuing viewers who are spending more time watching programming on ad-supported services. The stakes are getting higher as streaming TV becomes a more important advertising channel for marketers. It is harder to track and stop ad fraud in streaming TV than in other kinds of digital media because the ad technology infrastructure is still nascent and less transparent, ad executives said. Fragmentation among devices, platforms and the number of ways advertisers can purchase ad space on streaming TV doesn’t help either. Those options are preferred over conducting automated buys through open ad exchanges, where ad buyers said fraud can be more prevalent.

Source: Wall Street Journal September 27, 2020 09:56 UTC