CTV
A CTV deal showing 0.06% at risk isn't a clean deal.
· 4 min readShare on LinkedIn
When we ranked the 10 deals, a pattern jumped out. It wasn't subtle, and it wasn't a coincidence.
| Format | Deals | At risk | Unverified |
|---|---|---|---|
| OLV | 6 | 2.8% to 30.8% | 0% to 1% |
| CTV | 4 | 0.03% to 0.43% | 55% to 93% |
On OLV, we could check almost everything, and we found real issues. On CTV, the risk numbers look tiny, because most of the spend couldn't be checked at all.
Why this happens
Publishers declare their authorised sellers in a way that works well for websites. For CTV apps and channels, those declarations are often far thinner, so a large share of spend can't be matched to anything a publisher has published.
What to ask for
- Always ask how much of a CTV deal was actually verified, not just how much was flagged
- Ask partners for better CTV declarations on the identities carrying the most spend
- Treat a low risk number with high unverified spend as unknown, not clean