• by Alex Weprin , June 12, 2018

The programmatic video platform Tremor Video DSP unveiled a three-point brand protection plan on Tuesday.

The solution involves three elements: brand safety, real-time fraud verification, and transparent supply chain, in an effort to protect the advertising investments being made on video.

The brand-safety element will be backed by contextual intelligence tools, such as those developed by Grapeshot, to ensure ads only appear on brand-safe supply. Fraud verification will attempt to exclude fraudulent inventory in real time through partners such as DoubleVerify. The transparent supply chain element includes compliance with the Interactive Advertising Bureau’s ads.txt protocol along with TAG’s Certified Against Fraud Program.

Forrester Research estimates that 64% of all ad fraud is on video, even though video ads currently comprise only about 45% of the digital ad market.