The American Association of Advertising Agencies is poised to launch an anti-fraud playbook to help media buyers steer clear of the pitfalls associated with connected TV as its popularity grows.
The guidelines are set for publication next quarter with backing from some of Madison Avenue’s biggest spenders, including Dentsu, GroupM, Havas and Publicis Groupe, following repeated requests from advertisers to better help them navigate the nascent CTV sector.
According to sources involved in the process, the guidelines will address advertisers’ anxieties regarding the potential for ad fraud and brand safety issues in CTV–issues that have
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