Programmatic platform MiQ and cybersecurity company Human have partnered to augment MiQ’s existing fraud prevention measures to better identify and exclude sources of bot-driven fraud in connected TV (CTV) investments.
The new tool will merge MiQ’s fraud detection capabilities with Human’s MediaGuard software to fight bots and fraud that increasingly pose a threat to CTV campaigns. MediaGuard identifies fraud before an ad is served and preventing it from progressing further down the programmatic supply chain.
“MiQ can integrate Human’s comprehensive detection capabilities into our buy-side platforms to validate the humanity of CTV impressions before they are bought,” says Alfie Atkinson, CEO of MiQ Canada.
“With the ever evolving digital attacks on the CTV advertising ecosystem, MiQ stands as an important example of how imperative it is for companies to take control of this fight to deliver quality to their clients,” adds Frith Fraser, head of strategic clients at Human.
The new development is already being praised by customers.
“As the stewards of our client’s media investment, it is important for us to feel confident in a channel’s ability to ensure we are investing in real impressions,” says Karen Hrstic, VP of growth at Dentsu. “Third-party verification by Human provides the added layer of transparency we need to ensure non-fraudulent media is protected especially as connected TV continues to grow as a channel.”
The number of CTV viewers is growing rapidly in Canada, providing advertisers with a significant opportunity to reach audiences. According to eMarketer, in 2023, CTV ad spending will surpass C$1 billion, up almost sevenfold from five years ago. This evolution makes it ever more important for the sector to be protected.
“We expect connected TV and cybersecurity to follow a similar path to what we experienced with the evolution of programmatic media,” says Atkinson. “The space for these more mature formats started off as less regulated, but over the years as the popularity of programmatic grew mainstream, there were industry standards developed for brand safety and fraud monitoring across all activity.”
“It’s no surprise that cybersecurity is a huge topic right now, as more marketers are placing attention on privacy laws, consumer control, and trust as connected TV programmatic budgets have been soaring. Marketers are all striving to provide a personalized experience for their potential end customer, while striking a fine balance between data, privacy mechanism, and consumer experience.”
