Roku has been partnered with DoubleVerify, a software platform that optimizes ad performance, for the past two years. Today, the pair of companies released the results of their partnership. The report shows that ads on streaming platforms are hit by “extreme volumes of invalid traffic daily” from bots which results in skewed numbers and wasted budget funds.
With the partnership DoubleVerify and Roku put measures into place to block “billions of fraudulent ad requests imitating Roku device traffic” using combined technologies, including Roku’s Advertising Watermark to identify and prevent invalid traffic.
“Our Advertising Watermark technology is instrumental in combating device and app spoofing,” said James Kelm, VP of Product, Advertising and Media, Roku. “Our partnership with DV enhances our collective capabilities to secure the TV streaming advertising ecosystem. Together, we are committed to ensuring transparency, accountability, and confidence for advertisers and partners.”
Along with looking into preventing bot fraud on platforms, DoubleVerify also measurement capabilities for ads on Roku’s homescreen to help advertisers better reach their target audiences.
“CTV remains one of the fastest-growing channels in digital advertising and, unfortunately, one of the most targeted by fraudsters due to high CPMs and the relative newness of the ecosystem,” said Mark Zagorski, CEO of DoubleVerify. “Our work with Roku shows how proactive, collaborative innovation can deliver real, measurable results for advertisers. And this is just the beginning—by the end of 2025, DV will be rolling out new advancements designed to bring even greater trust and performance to CTV.”