Deal IDs confirm a path, not what's on screen.
Combined risk, meaning traffic that's either confirmed invalid or can't be verified clean, sits at 13.48% on deal-packaged CTV traffic, higher than the 9.14% rate on the open exchange that Deal IDs are supposed to protect buyers from. The Deal ID confirms a path. It doesn't confirm what's on screen.
Across 85.66 million CTV starts, inventory with a Peer39-recognized Content ID ran 20.5x lower combined risk. The gap held even with Content ID removed from the test.
This report shows why Deal IDs can't close that gap, and how authenticated Content IDs deliver the verification they were never built to provide.
Inside the report, you'll find:
Why ~60% of CTV bid requests carry no usable program-level signal
Why Fake Content shows up in deals as often as the open exchange, at up to 25.2% of open exchange inventory
Why a third-party content tag isn't necessarily a verification, and where it underperforms unlabeled inventory
A practical framework for buying CTV on authenticated signals, not self-declared metadata
