CTV Media: Ensuring Brand Safety in the Digital Age

A recent Adalytics report has exposed a deeply disturbing trend: major brands, including U.S. government agencies, are having their digital advertisements served on websites hosting child sexual abuse material (CSAM). This revelation has ignited a firestorm in Washington, prompting a congressional inquiry and raising serious questions about the efficacy of current brand safety measures. This crisis underscores the urgent need for more robust solutions, like those offered by Blockchain technology, to protect brands.

The Adalytics report detailed how ads for prominent brands like Starbucks, PepsiCo, Honda, Audible, and even the U.S. Department of Homeland Security were found on these abhorrent websites. This has prompted Senators Marsha Blackburn (R-Tenn.) and Richard Blumenthal (D-Conn.) to send open letters to key players in the ad tech ecosystem, including Google, Amazon, DoubleVerify, Integral Ad Science, the Media Ratings Council (MRC), and the Trustworthy Accountability Group (TAG), expressing “grave” and “profound” concerns.

These letters demand detailed explanations of vetting processes for third-party sites, adherence to child protection policies, and the reasons behind the continued presence of ads on known CSAM sites. The senators are challenging the claims made by tech companies regarding their use of AI for content moderation and brand safety, questioning how these ads slipped through the cracks. Specifically, they are asking Google and Amazon how they vet third-party sites and adhere to their policies, and they are pressing DoubleVerify and Integral Ad Science on their revenue generated from these placements and the efficacy of their supply chain vetting.

The MRC and TAG, responsible for industry self-governance, are also under scrutiny. The senators are demanding to know what steps these organizations will take to review the accreditation status of companies that have measured ads on CSAM websites.

This incident exposes the persistent opacity of the ad tech supply chain. Experts like Rob Leathern, founder of Trust2 and former Google privacy lead, highlight the anonymity afforded to publishers and advertisers as a significant problem, making it incredibly difficult to track and address these issues. Furthermore, the Adalytics report casts doubt on the efficacy of “legacy” brand safety technology. Multiple media buyers confirmed that their reports from measurement providers labeled the problematic websites as “100% brand safe,” suggesting that current tools, even those employing AI, are failing.

CTV Media shares these deep concerns regarding the placement of digital ads on inappropriate websites, especially those targeting children. This global issue impacts brands of all sizes, highlighting the significant risks they face in the current digital advertising landscape. 

By leveraging the power of Blockchain with our digital partners, CTV Media provides a level of transparency unmatched in the industry. This 100% transparency allows for meticulous tracking and verification of ad placements, effectively preventing the kinds of issues brought to light by the Adalytics report. With CTV Media, brands can be confident that their message is being delivered in a safe and appropriate environment. We prioritize brand safety above all else, offering peace of mind and ensuring that advertising investments are protected.

This incident represents a critical juncture for the ad tech industry. It underscores the urgent need for greater transparency, more robust brand safety measures, and a renewed commitment to protecting children online. As Nick Swimer, an advertising specialist at UK law firm Lee & Thompson, notes, this could be a “seismic moment” leading to a complete reset in how programmatic advertising is contracted and regulated. The industry must take swift and decisive action. The time for a more transparent and accountable system, powered by technologies like Blockchain, is now.

Does your streaming partner offer log level transparency?  We do!   Contact CTV Media today.