Advanced Television

DoubleVerify, Roku collaborate on ad fraud

July 13, 2023

DoubleVerify (DV), a software platform for digital media measurement, data and analytics, and Roku have announced that the companies will continue to collaborate and conduct investigations into emerging ad fraud schemes within the TV streaming industry. This initiative follows the significant success in working jointly to neutralise SmokeScreen, a sophisticated ad fraud scheme that targeted connected TV (CTV) devices.

As ad investments in CTV continue to rise, DV and Roku aim to identify and curb new fraud schemes, preserving advertiser confidence and further securing the integrity of the CTV advertising ecosystem.

Leveraging Roku’s proprietary Advertising Watermark technology and DV’s Fraud Lab and anti-fraud solutions, the joint investigations will identify and mitigate fraudulent activities. Moreover, DV and Roku will be sharing technological resources to augment the impact and scope of their joint efforts.

“Combating ad fraud demands collective action and innovation,” said Mark Zagorski, CEO, DoubleVerify. “Our successful partnership with Roku on SmokeScreen was just the beginning. As we move forward, our combined data and technology resources will empower us to identify and address emerging threats, safeguarding advertisers’ investments in the rapidly growing CTV landscape.”

“Our Advertising Watermark technology is instrumental in combating device and app spoofing,” said Adam Markey, Director of Product Management, Ad Platform at Roku. “Our partnership with DV enhances our collective capabilities to secure the TV streaming advertising ecosystem. Together, we are committed to ensuring transparency, accountability, and confidence for advertisers and partners.”

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