Connected TV Marketing Association @CTVMA

  With Google's new Privacy Sandbox announcement Federated Learning of Cohorts (FLoC) presents CTV and programmatic with a unique opportunity to benchmark identity, privacy and addressability into one solution. If there's one thing we've learned these past twelve months, its to expect the unexpected. Preparedness to change and industry cooperation will be key in the coming months and years ahead, and is contingent upon our success for a sustainable advertising future.  Google has not yet named a definitive ID replacement for third-party cookies, instead it is working on several potential solutions for CTV within its Privacy Sandbox. The Privacy Sandbox is Google's initiative to develop open standards to make the web more private and secure for users, while also supporting our publishers, platforms and advertisers on the global web. Alternate identifiers like Unified ID 2.0 and LiveRamp's IdentityLink are contingent in order to cover the IP address's eventual pha

The CTVMA is supporting the world's most effective human verification engine, HUMAN. Human recently became the first to receive accreditation from the Media Ratings Council (MRC) for pre and post-bid protection against Sophisticated Invalid Traffic (SIVT) for desktop, mobile web, mobile in-app and CTV. CTV ad fraud affects more than two million devices every day around the world and costs advertisers more than $5 million a month. Invalid traffic accounts for 24% of all programmatic CTV views.  As part of our Code of Practice to combat SSAI ad fraud the CTVMA has been conducting international ad trials across ad platforms for verification standards to protect publishers and advertisers. Adoption of standard naming convention IDs are also helping to prevent the duplication of ad inventory across platforms. Human works directly with the largest internet platforms, DSPs, SSPs and exchanges to verify the humanity of more than 10 trillion digital interactions each week. Findings from the