DoubleVerify and Roku expand fight against streaming ad fraud

DoubleVerify (DV) and Roku have announced new results from their two-year collaboration to safeguard connected TV (CTV) advertising against fraud. The partnership has blocked billions of fraudulent ad requests imitating Roku device traffic, marking a significant step forward in maintaining integrity within the streaming ad ecosystem.

The announcement follows findings from DV’s Global Insights: Trends in the Modern Streaming Landscape report, which highlights the growing threat of bot-driven fraud in CTV environments. According to the report, around four million infected CTV devices generate vast amounts of invalid traffic each day, resulting in losses that can exceed 7.5 million dollars monthly from a single bot variant.

Collaborative innovation combats rising fraud

Mark Zagorski, CEO, DoubleVerify: "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. 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."

Central to these results is Roku’s Advertising Watermark, a technology that authenticates Roku device traffic to prevent falsified ad impressions. By ensuring that only verified devices can display ads, it adds a vital layer of protection against spoofing and other forms of ad fraud.

Fighting large-scale CTV ad fraud operations

James Kelm, VP of Product, Advertising and Media, Roku: "Our Advertising Watermark technology is instrumental in combating device and app spoofing. 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."

DoubleVerify’s Fraud Lab, working closely with Roku, has helped uncover and dismantle some of the largest CTV ad fraud schemes in recent years. In 2022, the companies collaborated to expose SmokeScreen, a network of screensaver apps generating fake ad impressions in the background. Between 2023 and 2024, they also dismantled CycloneBot, one of the largest detected CTV fraud schemes, which had been generating up to 250 million fake ad requests per day.

Expanding protection and measurement capabilities

Beyond fraud prevention, the partnership now extends to measurement capabilities on Roku’s home screen and native ad formats, offering advertisers reliable tools to engage audiences on the household’s largest screen.

The continued collaboration between DoubleVerify and Roku reflects an industry-wide shift toward greater transparency and accountability in streaming media—ensuring that advertisers can invest in connected TV with confidence.

www.doubleverify.com

www.roku.com

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