DoubleVerify and Roku announced a new milestone in their partnership to safeguard connected‑TV advertising on November 5 2025. The collaboration, which began in 2023, has already blocked billions of fraudulent ad requests that mimic Roku device traffic, dramatically reducing invalid traffic and protecting advertiser spend.
The partnership combines Roku’s Advertising Watermark technology, which embeds a unique identifier in each stream, with DoubleVerify’s Fraud Lab, an AI‑driven engine that scans for spoofed requests. Together, they detect and block bot‑generated traffic that would otherwise masquerade as legitimate Roku traffic, preventing advertisers from paying for non‑viewable impressions.
According to DoubleVerify’s own reports, bot traffic can cost advertisers up to $7.5 million each month. The joint effort has neutralized major fraud schemes such as SmokeScreen (2022) and CycloneBot (2023‑24), and has already eliminated billions of fraudulent requests, translating into significant cost savings for advertisers and a measurable improvement in campaign performance.
This milestone strengthens DoubleVerify’s fraud‑protection portfolio and supports its strategy to become a unified platform for media outcomes. By ensuring that Roku’s inventory is free from spoofed traffic, the partnership boosts advertiser confidence, attracts higher ad spend to Roku, and positions both companies to expand their measurement and activation solutions in the CTV ecosystem.
The partnership’s success aligns with DoubleVerify’s broader focus on brand safety, media quality, and fraud protection, and complements the company’s upcoming Q3 2025 earnings narrative, which highlights continued revenue growth and the importance of safeguarding advertiser investments in high‑CPM channels.
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