DoubleVerify reports surge in CTV fraud

DoubleVerify (DV), a software platform focused on verifying media quality and measuring advertising outcomes, has released its 2026 Global Insights report titled Must-CTV: Streaming’s Shift From Promise to Performance, highlighting a sharp increase in connected TV (CTV) advertising fraud and the growing influence of artificial intelligence in fraud tactics.

The report is based on proprietary measurement data from billions of ad impressions, alongside surveys of more than 2,000 marketers and 22,000 consumers across over 20 global markets.

CTV fraud accelerates amid AI adoption

The findings show a significant rise in fraudulent activity across streaming environments, with DV detecting 140 percent more CTV fraud schemes and variants in Q1 2026 compared with the same period in 2025. The company said fraudsters are increasingly using AI tools to scale operations and create more sophisticated methods of evading detection.

Gilit Saporta, VP, Fraud Lab, DoubleVerify: “CTV is attracting premium spend and bad actors right along with it. Our research shows fraudsters are quick to exploit inefficiencies in the ecosystem, using AI and limited transparency to siphon value from advertisers, with tactics that vary by market. Brands need to get ahead of it by eliminating low-quality impressions and focusing investment on inventory with a real chance to perform.”

DV also identified more than 50 distinct bot-related CTV attacks in 2025 and recorded a tenfold increase in fraudulent CTV apps compared with 2024, highlighting the scale of automation-driven fraud expansion.

Regional differences in fraud patterns

The report shows that fraud patterns vary significantly by region. Bot-driven fraud accounted for 82 percent of violations in North America, while data centre traffic dominated in other markets, including 98 percent in APAC, 66 percent in EMEA and 91 percent in LATAM. DV said these variations reflect how fraudsters adapt tactics based on regional advertising ecosystems.

The company also noted that fraudulent activity is not limited to programmatic or open exchanges, with cases detected in direct CTV deals and private marketplace transactions.

In one example cited in the report, bot traffic accounted for 34 percent of impressions in a consumer healthcare campaign and 25 percent in a consumer packaged goods campaign, both executed through direct deals.

Verification linked to improved performance

DV compared protected and unprotected campaign environments and found that fraud rates fell to below 1 percent in campaigns using verification controls, compared with nearly 9 percent in unprotected campaigns. The company said this demonstrates the role of proactive fraud prevention in improving media quality and campaign effectiveness.

Saporta: “There’s a perception that direct deals in CTV are fraud-free, but that’s not the case as fraud always finds a way. It can exist anywhere inventory is bought and sold. Without independent verification and proactive protections, advertisers risk paying premium prices for impressions that deliver no real value.”

Industry adoption of fraud metrics remains limited

The report also found that only 21 percent of advertisers use invalid traffic or fraud detection as a key performance indicator for CTV campaigns. DV said that while fraud metrics are not direct performance measures, they are essential in ensuring advertising budgets are allocated to impressions with genuine potential to deliver outcomes.

Expansion of streaming measurement tools

To address these challenges, DV introduced DV Authentic Streaming TV™, a solution combining verification and optimisation capabilities for connected TV and streaming environments. The platform provides pre-bid analysis, AI-driven activation and unified measurement designed to reduce exposure to low-quality inventory and improve campaign performance.

The full report can be accessed here

www.doubleverify.com

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