Good morning marketers, are you advertising on connected TV?
Ad measurement platform DoubleVerify has introduced a certification program for connected TV (CTV) ad players, aiming to reduce ad fraud and invalid traffic (IVT) across the CTV space. To receive DoubleVerify’s CTV Targeting Certification, ad tech platforms must be able to demonstrate their ability to prevent fraud and IVT using DoubleVerify’s pre-bid app and device fraud protection for CTV inventory. The first ad tech platforms to receive DoubleVerify’s CTV certification include Amobee, MediaMath, SpotX, The Trade Desk and Xandr.
Identity management company Infutor has launched a data opt-out portal to comply with the California Consumer Privacy Act (CCPA). Other data aggregators, such as Neustar and Acxiom, also offer opt-out portals. But the challenge with Infutor and these other sites is that consumers don’t know them – and so don’t know to seek them out. If they do wind up on these sites, users must actively find the “Do Not Sell” (DNS) links. Many publishers have buried these links, so they’re far from “clear and conspicuous” as the statute requires. So while Infutor’s opt-out ‘portal’ might not yet have a defined status in the market, its approach gives consumers a single place to manage their opt-out across many third party sites/firms. The problem – once again – is that consumers don’t know Infutor’s partners, so they don’t know exactly where they’re opting-out.
P.S. If you’re free later today, our own Jennifer Cannon will be talking all things email marketing in a free webinar at 1:00 p.m. ET. She’ll be joined by April Mullen, director of strategic insights at SparkPost and co-founder of the nonprofit organization, Women of Email. Register for the event now, tune in later, and impress your coworker with insights tomorrow.
Taylor Peterson,
Deputy Editor
