Bringing transparency into the programmatic CTV world – View TV Clarity

View TV Launches “Clarity”: A Game-Changing Transparency Engine for CTV Ad Delivery, Bringing First-Party Trust and Anti-Fraud Certainty to Programmatic Advertising
London, UK – May 20, 2025

View TV, the leading platform for FAST (Free Ad-Supported Television) and ad-funded broadcast solutions, today announced the release of View TV Clarity, a revolutionary new component of its View TV Cloud technology stack. This innovation directly addresses the growing lack of transparency and trust in the Connected TV (CTV) programmatic advertising ecosystem, providing advertisers with a verified, tamper-proof record of ad placements based on first-party data — all at a minimal cost of just $0.01 CPM.

The CTV Transparency Crisis

The current state of programmatic advertising in the CTV space is marred by one deeply rooted issue: manipulation of VAST macros and falsified delivery data across a fragmented ad tech supply chain. The Video Ad Serving Template (VAST), a specification developed by the IAB, provides a standard for communication between ad servers and video players. It contains VAST macros — dynamic placeholders such as [TIMESTAMP], [DOMAIN], [APP_ID], [CONTENT_ID], and [BUNDLE] — that should truthfully reflect the context in which an ad is served.

However, due to the loose enforcement and lack of verification mechanisms across multiple intermediaries (SSPs, DSPs, ad servers, and analytics platforms), these macros are routinely manipulated or spoofed to present falsified publisher, app, or content data. This leads to a misrepresentation of where an ad was actually delivered — a practice that not only inflates campaign results but robs advertisers of their budgets under false pretenses.

Further complicating this is the fragmented ad tech stack, where VAST data passes through multiple vendors, each of whom can overwrite or adjust response data to improve fill rates or appear compliant with campaign requirements. In this environment, first-party data validation is largely absent, and feedback loops can be gamed to show delivery to premium inventory that never occurred.

Enter View TV Clarity: Truth in Ad Delivery

View TV Clarity is a proprietary verification layer within the View TV Cloud — a vertically integrated cloud solution built specifically for CTV, FAST channels, and ad-supported broadcasters. Unlike traditional third-party measurement overlays, Clarity is embedded within the video player itself, harnessing first-party data to create a cryptographically signed, immutable log of each ad delivery instance.

This record includes:

• The actual timestamp of ad delivery
• The exact channel or app ID
• The device ID (anonymized for privacy)
• The IP address range and geo-location
• Content metadata directly from the playback environment
• The VAST tag data in its received form
• A Clarity Confidence Score (CCS), generated based on match fidelity between ad request macros and verified playback context

This data is captured at the point of consumption and sent in real time to a secure reporting dashboard that allows advertisers to see not only where their ads were claimed to be delivered, but where they were actually delivered — with unaltered, first-party verified metrics.

Built for Scale, Priced for Impact

At just $0.01 CPM, View TV Clarity is the most cost-effective transparency product in the market — lower than most ad verification tools and exponentially more accurate. This disruptive pricing ensures that Clarity can be adopted at scale without compromising campaign budgets, making it possible to bring “delivery note” confidence to every CTV buy, not just premium, curated inventory.

“CTV advertising is at risk of losing advertiser trust, and with it, the budgets that fuel the entire ecosystem,” said Jamie Branson, CEO of View TV. “Clarity brings back that trust. It’s not just a transparency tool — it’s a truth engine that ensures ad dollars reach the right screens, on the right content, at the right time, exactly as contracted.”

Key Benefits for Advertisers

1. End-to-End Validation: Full transparency from VAST tag to screen
2. Immutable Reporting: Tamper-proof delivery logs backed by cryptographic validation
3. No Black Boxes: Eliminates blind spots in the supply path
4. Real-Time Insight: Dashboards with up-to-the-minute accuracy
5. Compliance Assurance: Supports GDPR, CCPA, and upcoming transparency mandates
6. Minimal Overhead: Low-cost CPM ensures financial viability across all campaigns

A Wake-Up Call to the Industry

In a time when CTV needs to prove its worth amid growing competition from walled gardens and diminishing trust in programmatic advertising, View TV Clarity stands out as a no-excuses solution. By giving advertisers a line of sight from campaign request to playback confirmation, View TV aims to reignite confidence and reinvigorate the entire programmatic CTV ecosystem.

About View TV

View TV is a pioneer in cloud-based broadcast and monetization platforms, delivering comprehensive solutions for FAST, AVOD, and hybrid OTT broadcasting. With a mission to simplify and optimize ad-funded television, View TV empowers content creators, broadcasters, and advertisers to thrive in the digital video age.

For more information on View TV Clarity email stephen@viewtvx.com