Ad Innovation Powers Secure, Premium CTV Viewer Experiences

GeoEdge, the global leader in malvertising detection and ad quality, announces a new strategic focus aimed at elevating the CTV viewer experience. As connected TV continues its rapid ascent and advertising budgets follow, one aspect of the viewer experience isn’t keeping pace: creative quality control. While targeting and measurement have seen major innovation, ensuring ads meet technical and contextual standards remains an ongoing Achilles' heel.

CTV is maturing across content and audience signals, but creative quality control is stuck in legacy mode with manual QA still the default for most platforms. The result: ads that autoplay too loudly, render incorrectly, or clash with the surrounding environment, leading to disruptive ad experiences that erode viewer trust. For players scaling programmatic CTV, the disconnect between ad delivery and viewer expectations is becoming too large to ignore.

Nicole Scaglione, VP OTT and CTV at PubMatic, noted, “Viewers have higher expectations than ever for the content they consume and want high-quality ad experiences that match the premium content they’re watching.” These expectations are arriving at a time when creative QA remains labor-intensive. According to industry estimates, CTV ad operations teams collectively spend more than 15,000 hours per month on manual QA—a strain on both resources and timelines.

GeoEdge has recently introduced SafeStream, a solution designed to bring ad quality standards to connected TV. As streaming players face growing pressure to align ad creative with viewer expectations, SafeStream integrates creative review technology to ensure seamless, compliant ad experiences at scale.

“For years, ad ops teams have thrown people at the problem—building internal teams, outsourcing QA, anything to keep up with creative volume,” said Lauren Farber, founder of LFG Solutions and former ad operations leader at Netflix, Roku, Hulu, and Disney. “But now that AI is finally ready for prime time, we can rethink that model completely.”

“Across CTV, an ad doesn’t just reach one person, it commands the whole room,” said Tali Bakshi, chief commercial officer at GeoEdge. “One low-quality or jarring ad hijacks the moment and becomes the experience.”

As ad content becomes embedded in the viewer experience, the viewer journey now hinges on creative quality. In today’s CTV landscape, elevated creative quality isn’t a nice-to-have, it’s what defines the experience.