Alexandre Pham: “A common fraud tactic is mixing cheap formats into what’s sold as CTV.”

CTV ad fraud is when advertisers pay for impressions or views that never truly occurred, or were never shown on real TV screens. Unlike browser or mobile ads, CTV doesn’t use cookies or visible browser signals. This makes it easier for fraudsters to disguise fake views or manipulate how ads are counted, without anyone noticing.

A prevalent tactic is mixing cheap ad formats (like online video or display) into what’s sold as “CTV.” This artificially lowers campaign costs, inflates performance metrics like ROAS, and misleads advertisers into thinking they’re getting premium TV inventory when they’re not.

Other widespread issues include bots or spoofed devices that simulate ad views, and fake apps or inventory that appear to be real but aren’t, draining ad budgets with no real impact.

Here are some clear, no-nonsense steps:

• Ask for full transparency: Demand a clear breakdown to know how much of your campaign is truly on real TV devices, which shows or apps, and on what screen types.
• Know where your ads appear: If you’re told “CTV,” make sure that includes details like app names, device models, and placement platforms.
• Use trusted partners: Work with providers who offer clear reporting and can prove your ads are actually delivered, not just claimed.

At Vibe, we don’t cut corners. We go the extra mile to ensure:

• 100% real CTV inventory: no mixing of display, online video, or other formats.
• Complete transparency: you’ll know exactly where your ads ran: which channels, audiences, and when.
• Honest performance reporting: metrics are based on genuine visibility and engagement, not inflated numbers.

Looking forward, the industry is moving toward:

• Stronger standards and verification: tools that confirm ads are delivered to real devices and real TVs.
• Better fraud detection: smarter systems spotting fake devices or bot activity early.
• Greater accountability in how inventory is reported and billed: less wiggle room for hiding non-CTV delivery. 

In short, transparency, clean inventory, and clear reporting will define the next generation of trustworthy CTV advertising.