The connected TV future may seem as clean and effortless as digital media – but that often masks the reality that the channel is sometimes more “programmanual” than “programmatic”.<\/p>\n

That’s a problem for several reasons – but a new one has just come to light.<\/p>\n

After speaking with NBCU, AdExchanger reported<\/a>: “When Peacock first launched, it was forced to reject about 40% of the creative it got from advertisers because so many of the tags were faulty.”<\/p>\n

That’s bad news for a new, ad-supported platform trying to monetize itself. So NBCU has called on video ad-tech vendor Innovid to improve the situation.<\/p>\n

Overcoming rejection<\/h2>\n

Innovid is working to install software checks that put a stronger workflow around connected TV ad ingestion –\u00a0forcing<\/em> marketers and agencies to use the correct file types and other criteria.<\/p>\n

In this video interview with Beet.TV, Tal Chalozin, CTO & Co-Founder of Innovid, explains the problem. He says reasons ads are rejected include:<\/p>\n

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• Files are of insufficient quality.<\/li>\n
• Tracking pixels from vendors that are not allowed.<\/li>\n
• Potential for user data leakage.<\/li>\n
• The format of the ad is not the right format and it does not apply to every device.<\/li>\n<\/ul>\n

  “It creates a lot of delay and problems in the campaign,” Chalozin says. “We’re talking about eight out of every 20 ads … being rejected.<\/p>\n

  “Together with NBC and the Peacock team, we want to lift this number all the way to one<\/em> out of 20.<\/p>\n

  “The creative agency will see all the different elements that NBC asked for all the way in (at) the second that they upload the creative – we’re essentially limiting the rejects that are down the line.”<\/p>\n

  NBCU And Innovid Collaborate On Ad Quality Controls For Peacock<\/a><\/p><\/blockquote>\n