1 in 5 CTV Impressions Are Fake — Here’s How to Avoid Them

Connected TV (CTV) campaigns are supposed to offer premium, high-quality ad experiences. But there’s a hidden problem draining performance and wasting budgets: fake CTV content.

Many advertisers think they’re buying true CTV impressions, when in fact, their ads are running on screensavers, mobile apps, or widgets that don't deliver the value or experience of streaming TV. These placements show up in reporting as "CTV," but they’re not the kind of inventory most marketers would willingly choose.

Here’s how to identify fake CTV, why it matters, and what to do about it.

What is fake CTV inventory?
Fake CTV includes non-streaming inventory miscategorized as CTV. This often includes:

• Screensaver apps
• Photo widgets
• Mobile apps or games claiming to be OTT
• Low-quality or deceptive placements on devices like casting dongles

In Peer39’s CTV Benchmarks Report, 20.8% of CTV impressions were actually fake content, like ad-supported screensavers, white noise generators, or games. By contrast, campaigns using Peer39’s Safe from Fake CTV pre-bid filter reduced exposure to just 0.9%

Why it’s a problem
Fake CTV placements damage campaign outcomes in multiple ways:

• Low viewability: Screensavers and passive apps often don’t display the ad in a meaningful or measurable way.
• Poor engagement: Users aren’t present or watching – ads may be ignored entirely.
• Lack of transparency: Reporting doesn't clearly indicate these placements, making it hard to analyze performance.
• Brand risk: These placements may be inappropriate, unprofessional, or outright fraudulent.

You may be paying a CTV CPM for what is effectively a mobile banner.

How to identify fake CTV
Standard campaign reports often don’t highlight fake CTV environments directly. But here are warning signs to look for:

• Extremely low completion rates
• Disproportionate impressions from unknown or generic-sounding channels
• No visibility into program-level content or channel
• High volume from screensaver or casting apps

The Peer39 solution:

• Implement  Peer39’s Safe from Fake CTV category in your DSP targeting
• Only bid on inventory validated as true CTV
• Maintain scale while removing the most damaging waste

Tips to future-proof your CTV campaigns

1. Ask your providers where your ads ran: You deserve transparency, down to the program level.
2. Use verified content categories: Look for providers that offer curated, validated inventory.
3. Combine program-level data with suitability filters: Precision matters.
4. Educate your teams and partners: Many buyers still assume all CTV is good CTV. That’s no longer true.

Real-World Proof: Case Studies in Action

Advertisers across industries have already seen results using Peer39’s Safe from Fake CTV control:

• CTV Buying Agency: By adding Peer39’s Verified Valid Channels and Safe from Fake CTV categories, a buying agency reduced Invalid Traffic (IVT) by more than 50% across a dozen campaigns, reinvesting savings back into working media.
• Pharma Brand: Initial CTV buys included 1.9% fake content and 6% unprofessional quality inventory. After applying Peer39’s Safe from Fake and brand safety categories, the client achieved 100% suitable placements and cut wasted spend by 10.4%.

CTV is a powerful channel, but only when it’s executed with transparency and precision. Fake CTV isn't just a budget issue, it’s also a brand and performance issue.

Peer39 helps you reclaim control, cut waste, and ensure your CTV ads show up in the places that matter. Don’t settle for vague targeting and hidden pitfalls. Demand real CTV.