To Fight Fraud in OTT, 4A’s Is Creating a Playbook for Media Buyers
Emergent threat looms over popular connected TV
Published in Adweek, August 7, 2019
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.