The Industry Has Had a Slow Start with Adopting CTV Standards


It’s still early days for connected-TV measurement says Glenn Perera, director, product strategy EMEA at Integral Ad Science, but specifications like VAST 4.1 and VAST 4.2 provide the first stepping stones to make sure all the links in the chain can communicate correctly. But adoption of these standards is still slow says Perera, which is understandable, but slows down progress in the space. In this interview, Perera also discusses the development of CTV fraud detection, and the shift in thinking away from brand safety and towards brand suitability. Filmed at New Video Frontiers 2019 in London.


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