How the Digital Industry Plans to Woo Traditional TV Ad Dollars

IAB Tech Lab is relaunching ads.cert to calm CTV fraud concerns


Connected TV viewership has arguably been the media industry’s biggest success since the start of the Covid-19 pandemic, and marketers are expected to spend $17 billion to serve ads to those audiences next year.

As with most forms of new media, however, the nascent nature of the platform has also attracted the attention of fraudsters seeking to defraud marketers of their paid-for media dollars, which some fear could stall the forecasted increase in spend. To counter this, the IAB Tech Lab is proposing a series of tech standards to win marketer confidence and further entice ad dollars away from traditional TV screens, including dusting off ads.cert,

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This story first appeared in the Sept. 27, 2021, issue of Adweek magazine. Click here to subscribe.