Peer39's 2023 Programmatic CTV Benchmark Report: What Lies Beyond the Tip of the CTV Iceberg

Brand Safety & Suitability CTV


Ben Chansky
Peer39's 2023 Programmatic CTV Benchmark Report: What Lies Beyond the Tip of the CTV Iceberg

Fortune 500 Brands account for 45% of all ads observed on Fake CTV & Divisive News content channels

 That's only one of the surprising truths that Peer39's team of researchers discovered after spending 10 weeks uncovering what is really going on across Fake and Divisive CTV channels - and who is buying this inventory.

Unveiling the Reality of Programmatic CTV Advertising: Peer39's Eye-Opening Benchmark Report

The world of CTV advertising has seen unprecedented acceleration in adoption from buyers, offering unparalleled opportunities for brands to engage with audiences across popular streaming platforms. However, amidst this surge, concerns about ad placements in questionable environments have rightfully surfaced.

With an estimated $14 billion dollars to be spent on programmatic CTV in 2023, the impact of low quality and unsuitable inventory is a top concern to ensure advertisers are maximizing their investments: there are hundreds of millions of dollars in ad spend on the line.  

How are Fake Content and Divisive News on CTV classified?

  • Fake Content on CTV is channels that don't fit the concept of TV content - these are ad-supported screensavers, white noise generators, "boyfriend simulators," game channels and mobile apps posing as CTV in programmatic marketplaces
  • Divisive News Content is CTV channels that present and promote divisive news and are not fact-checked, politically biased, or satirical. These channels can veer into hyperpartisan political programming and even misinformation

Want to see what these types of channels look like?

Peer39's 2023 CTV Benchmark Report delves into this landscape, revealing startling insights about Fortune 500 companies' ad placements and the prevalence of Fake and Divisive content.

Peer39's dedicated team of researchers conducted a thorough examination of CTV channels, specifically targeting Fake Content and Divisive News environments over a span of 10 weeks. The findings were eye-opening: 45% of ads in these environments were attributed to Fortune 500 brands and a concerning 27% chance of duplicate advertisers repeatedly purchasing ad inventory within both of these environments. These insights point to a lack of enablement of the granular controls available to buyers to accurately tailor their campaigns to the types of high quality inventory they want.

Fake content, which presents as screensavers or other non-traditional types of TV content, has infiltrated the CTV landscape at an alarming rate. Peer39's technology classifies 10,000 channels as having Fake CTV content - 20% of all CTV we classify daily.

The growing number of Free Ad-Supported Television (FAST) channels becoming available is only exacerbating this problem further. 

The rise in FAST channels has also led to a growing number of channels that do fit the concept of TV, but lack the editorial oversight of mainstream media. The result can be the kind of content that most brands would avoid in their standard suitability strategies on linear TV and web advertising. Forty-nine percent of all ads appearing on Divisive News channels came from Fortune 500 companies, and these brands are among the most cautious when it comes to safety and suitability.

The 2024 U.S. Presidential Election will likely make Divisive News Channels a continued problem for advertisers navigating their suitability planning across pre-bid CTV investment.

Navigating the Risks: Peer39's Solutions

  • Protect Brand Integrity: With the prevalence of Fake and Divisive content, safeguarding brand reputation is paramount. Peer39's solution empowers brands to steer clear of environments that could drain their ad budgets, impact ROI and brand image.
  • Maximize Ad Effectiveness: Placing ads in safe environments significantly boosts their impact and ROI. Avoiding Fake and Divisive content ensures that ads reach engaged and receptive audiences, maximizing their impact.
  • Make Data-Driven Decisions: Leveraging Peer39's Analytics enables advertisers to make informed decisions. By utilizing these categories, advertisers can navigate the pre-bid CTV landscape with confidence, minimizing risks and maximizing returns.

Empowering Advertisers to Make Informed Choices

Peer39's CTV Benchmark Report serves as a reminder for advertisers to reevaluate their programmatic CTV strategies for 2024. The prevalence of Fortune 500 brands across low quality and unsuitable inventory emphasizes the lack of granular controls available to buyers building campaigns.

Leveraging Peer39's Safe from Fake Content and Safe from Divisive Content categories is a step towards ensuring brand safety and campaign effectiveness in the ever-evolving pre-bid CTV space.

Download a copy of our 2023 Programmatic CTV Benchmark Report for yourself!

Download the 2023 Programmatic  CTV Benchmark Report


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