{"id":906133,"date":"2025-11-05T16:16:18","date_gmt":"2025-11-05T21:16:18","guid":{"rendered":"https:\/\/www.marketnewsdesk.com\/index.php\/doubleverify-and-roku-bring-greater-trust-and-performance-to-streaming-tv\/"},"modified":"2025-11-05T16:16:18","modified_gmt":"2025-11-05T21:16:18","slug":"doubleverify-and-roku-bring-greater-trust-and-performance-to-streaming-tv","status":"publish","type":"post","link":"https:\/\/www.marketnewsdesk.com\/index.php\/doubleverify-and-roku-bring-greater-trust-and-performance-to-streaming-tv\/","title":{"rendered":"DoubleVerify and Roku Bring Greater Trust and Performance to Streaming TV"},"content":{"rendered":"

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DoubleVerify and Roku Bring Greater Trust and Performance to Streaming TV<\/b><\/p>\n

Collaboration continues to drive a substantial drop in falsified ad impressions mimicking Roku device traffic, strengthening transparency and accountability for advertisers<\/i><\/p>\n

NEW YORK–(BUSINESS WIRE<\/a>)–DoubleVerify <\/a>(“DV”) (NYSE: DV), a leading software platform to verify media quality, optimize ad performance, and prove campaign outcomes, and Roku, Inc. (\u201cRoku\u201d) (NASDAQ: ROKU), today announced new milestones and insights from their two-year collaboration to protect connected TV (CTV) advertising.\n<\/p>\n

\nAccording to DV\u2019s recently released report, Global Insights: Trends in the Modern Streaming Landscape<\/i><\/a>, the ad industry continues to grapple with fraudsters targeting streaming environments that lack strong security measures. The scale of this problem is staggering, with 4 million infected CTV bot devices generating extreme volumes of invalid traffic daily. This relentless wave of bot activity can lead to wasted budgets, with losses exceeding $7.5 million monthly from just one bot variant, based on industry CPM estimations. This rise of falsification schemes underscores the need for enhanced protection measures across the CTV advertising ecosystem.\n<\/p>\n

\nSince 2023, DV and Roku have partnered to block billions of fraudulent ad requests imitating Roku device traffic across the streaming ecosystem. This marked reduction\u2014standing in sharp contrast to broader industry trends\u2014demonstrates the effectiveness of DV and Roku\u2019s combined technologies, including Roku\u2019s proprietary Advertising Watermark, which ensures inventory authenticity and curbs invalid traffic (IVT) at scale.\n<\/p>\n

\n\u201cCTV remains one of the fastest-growing channels in digital advertising and, unfortunately, one of the most targeted by fraudsters due to high CPMs and the relative newness of the ecosystem,\u201d said Mark Zagorski, CEO of DoubleVerify. \u201cOur work with Roku shows how proactive, collaborative innovation can deliver real, measurable results for advertisers. And this is just the beginning\u2014by the end of 2025, DV will be rolling out new advancements designed to bring even greater trust and performance to CTV.\u201d\n<\/p>\n

\nOne of the more effective ways to block fake CTV ad impressions that falsely claim to be generated by Roku devices has been Roku\u2019s Advertising Watermark. Roku\u2019s Advertising Watermark is designed to ensure that only genuine Roku devices can display authenticated ads, providing an additional layer of protection against device spoofing and other falsification schemes.\n<\/p>\n

\n\u201cOur Advertising Watermark technology is instrumental in combating device and app spoofing,\u201d said James Kelm, VP of Product, Advertising and Media, Roku. \u201cOur 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.\u201d\n<\/p>\n

\nDV\u2019s Fraud Lab leverages Roku\u2019s proprietary Advertising Watermark technology and DV\u2019s cutting-edge technology to mitigate ad fraud and support Roku\u2019s efforts. DV and Roku have a strong track record of working together to combat major ad fraud schemes:\n<\/p>\n