DoubleVerify's report, DV Global Insights: Trends in the Modern Streaming Landscape, reveals a 66% increase in CTV ad impression volumes year-over-year, highlighting its growing importance for advertisers. However, the report also uncovers ongoing challenges, including only 50% of impressions offering app transparency, substantial blind spots, and wasted ad spends due to issues like "TV Off" ads. The lack of industry standards and the rise of sophisticated invalid traffic exacerbate difficulties, prompting calls for technology innovation to address these issues and ensure better advertising performance.
"TV Off" remains a widespread issue, where ads continue to play even after the TV screen has been turned off. This causes advertisers significant wasted spend.
In 2024, DV's CTV impression volume increased by 66% year-over-year, reflecting both its scale and importance for advertisers, despite persisting industry challenges.
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