100% suitable CTV placements after uncovering hidden inventory risks

About the advertiser 

A large pharmaceutical advertiser needed to maintain strict brand safety and suitability standards across programmatic CTV campaigns. The team needed transparency into where campaigns were running and confidence that ads were appearing in suitable, high-quality environments.

The challenge

The advertiser lacked sufficient visibility into CTV campaign environments and was unable to fully assess placement quality with DSP reporting alone.

During an initial review using Peer39 Analytics, the advertiser uncovered exposure to unsuitable inventory, including fake content, unprofessional environments, and mobile app placements that did not align with campaign quality standards.

The campaign needed improved transparency, strengthened suitability controls, and reduced wasted spend without limiting campaign scale.

The solution

Peer39 recommended implementing a series of CTV pre-bid suitability controls and post-buy Analytics monitoring to improve campaign transparency and inventory quality.

The strategy focused on identifying and eliminating unsuitable environments while strengthening control over where ads appeared across CTV inventory.

Key solutions included:

• The Safe from Fake Content category to reduce exposure to invalid CTV environments and non-premium content
• The Safe from Unprofessional Content category to avoid low-quality and unsuitable inventory
• The Safe from Kids Content category to exclude inventory geared toward children and teens
• Peer39 Analytics reporting to improve visibility into campaign placements and optimization opportunities

Together, these helped the advertiser optimize towards safer and more suitable campaign environments while improving overall media efficiency while the campaign was in flight.

The results

Using Peer39 Analytics and pre-bid suitability controls, the advertiser significantly improved placement quality across CTV campaigns.

Key outcomes:

• 100% suitable CTV placements
• 10.4% reduction in wasted campaign spend
• Eliminated exposure to fake, unprofessional, and unsuitable inventory
• Improved transparency into CTV campaign environments
• Stronger brand safety and suitability controls across activations

Following the campaign, the advertiser expanded these controls into always-on suitability strategies across future CTV activations.