The Golden Age of CTV Advertising — With a Catch
Connected TV (CTV) advertising is booming. It's creating new opportunities for publishers and advertisers to deliver premium, personalized experiences to audiences — an unparalleled opportunity to engage viewers at scale. But alongside this growth comes a sneaky problem that threatens the CTV user experience: the prevalence of low-quality ad creatives and the increasing practice of stitched ads.
Publishers now face the dual challenge of maintaining high-quality ad standards while navigating the complexities of stitched ads that disrupt control over ad inventory. These stitched ads — created by splicing unrelated video ads into a single unit — are a growing headache for publishers. Not only do they throw a wrench into frequency controls and category blocking, but they also hurt audience trust and put brand safety at risk. Left unchecked, they can derail the incredible potential of CTV advertising.
The Problem with Stitched Ads and Poor Ad Quality
Low-Quality Creatives Are Killing the Experience
Audiences love CTV for its premium, seamless viewing experience, but this value is often compromised by low-quality ad creatives — such as banners disguised as video ads, pixelated visuals, or excessively loud audio.
"One of the biggest challenges CTV publishers face is the lack of quality standards when it comes to ad creatives," notes Gabe Thomas, VP of Partnerships at APMC. "We see everything from audio ads over a slate background to poorly rendered video looking to deliver in what should be a premium ad slot; frustrating audiences and reducing engagement."
What Are Stitched Ads?
Stitched ads take things a step further — and not in a good way. Demand partners splice together two or more completely unrelated video ads and sell them as one. For example, imagine watching an ad for a children's toy immediately followed by one for a gambling website — all within a single ad slot.
"It's a lose-lose for publishers and audiences." Thomas continues. "Publishers lose control over their ad pods, competitive separation, and category blocking. Audiences are left confused and annoyed by the extra volume of ads they're seeing."
AdCurate™: AI-Powered Solutions for CTV Publishers
To combat these challenges, AdCurate™ now offers an advanced solution to flag and remove bad ads. This technology is powered by AI and specifically designed to tackle the unique challenges of CTV advertising, including low-quality creatives and stitched ads.
AI That Spots Problems Before They're Problems
AdCurate™ leverages multi-modal AI algorithms to analyze ad creatives in real time. Its unique ability to identify poor-quality visuals, audio issues, and stitched ads ensures publishers can proactively filter out problematic ads.
"Multi-modal algorithms are highly adept at identifying inconsistencies in video content," explains Dr. Mason Macklem, APMC's Head of Research and Machine Learning. "By analyzing transitions between video sections, AI can effectively detect stitching points, ensuring publishers maintain control over the ads their audiences see."
Why Detecting Stitched Ads is a Game-Changer
AdCurate™'s unique ability to detect stitched ads in real time is a breakthrough for publishers. By flagging these anomalies, publishers can prevent stitched ads from appearing alongside their premium content. This ensures:
Category Blocking: publishers can protect their audience from inappropriate content
Frequency Control: viewers aren't overloaded with back-to-back ads crammed into a single ad unit
Brand Safety: ads align with the platform's values and audience expectations
Why Stitched Ads Are a Big Deal (and Why AdCurate™ Matters)
Happy Viewers Stick Around
Bad ads drive audiences away. In fact, 43% of viewers say they'd stop using a platform if the ad experience is poor. With AdCurate™, publishers can curate high-quality ads that match their premium content, keeping viewers engaged and happy.
Too Many Ads Frustrate Users
Stitched ads take away a publisher's ability to control exactly how many ads their audiences see. A pod of 4 ad slots could suddenly become 8 stitched ads without a publisher even knowing. A recent study by AppsFlyer found 39% of streamers reported that too many ads would drive them to stop watching CTV.
Boost Revenue Without Compromising Quality
AdCurate™ empowers publishers to embrace new ad demand opportunities without sacrificing quality. By ensuring that ads meet rigorous standards, publishers can confidently increase bid density, reduce inventory waste, and unlock incremental revenue streams.
The Future of CTV with AdCurate™
CTV Advertising Is Booming
The CTV ad market is booming, with projections suggesting it will reach $38 billion by 2027. As more advertisers enter the space, publishers must differentiate themselves by offering a superior ad experience. AdCurate™ provides the tools needed to thrive in this competitive landscape.
AI is the Key to Modern Ad Tech
AI is increasingly recognized as the cornerstone of modern ad tech. AdCurate™ combines AI with human verification to deliver unparalleled accuracy and speed in ad classification. This hybrid approach positions AdCurate™ as a leader in the industry.
A Win-Win for Publishers, Advertisers and Viewers
AdCurate™ is more than just an ad classification engine; it's a solution that bridges the gap between user satisfaction and monetization. By addressing critical issues such as stitched and low-quality ads, AdCurate™ ensures publishers can deliver premium experiences while maximizing revenue potential.
Ready to Fix Your Ad Inventory?
Don't let stitched or low-quality ads undermine your CTV potential. AdCurate™ is the trusted partner for publishers, advertisers, and platforms seeking to revolutionize their ad decisioning.
By combining cutting-edge AI technology with industry-leading expertise, AdCurate™ is setting the standard for quality and safety in CTV advertising. As the market evolves, AdCurate™ will be essential in creating a future where everyone—publishers, advertisers, and audiences—wins.
Discover how AdCurate™ can transform your CTV advertising strategy.
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