LONDON – Give ad spend direct to broadcasters and responsible companies, not the new generation of CTV fraudsters.<\/p>\n
That is the message from the connected TV division of the world’s biggest media buying agency.<\/p>\n
In this video interview with Beet.TV, Finecast CEO Jakob Nielsen says it is safer and more responsible to swerve open CTV marketplaces.<\/p>\n
“Linear TV will stop to exist, but it’s not happening tomorrow – it will take 10 years,” says Nielsen.<\/p>\n
Finecast is GroupM\u2019s specialist advanced TV buying unit. In 2017, WPP\u2019s GroupM launched\u00a0Finecast<\/a>,\u00a0aiming to<\/a> \u201chelp advertisers address hard-to-reach TV viewers through a single access point with standardized measurement\u201d, beginning in the UK and since launching in a total of 11 countries.<\/p>\n Finecast aggregates video ad inventory in programming from some of the UK\u2019s main commercial broadcasters, plus over most main set-top and over-the-top devices, from Sky\u2019s satellite box to games consoles.<\/p>\n For Nielsen, those direct relationships are the key.<\/p>\n Leveraging GroupM’s decades of experience, Finecast works directly with CTV-operating broadcasters, rather than buying through SSPs or exchanges.<\/p>\n “You know that (there is) no fraud with that, you know that is responsible media,” Nielsen says.<\/p>\n He estimates open-marketplace CTV ad sales will total almost $10 billion this year – and thinks that’s a problem.<\/p>\n “Most of the fraud in connected TV to date has happened in the open programmatic exchange and marketplace environment,” Nielsen observes.<\/p>\nGo direct<\/h2>\n
Fighting fraud<\/h2>\n