The global reports from DoubleVerify provides a market-by-market benchmark on the current and future state of media quality for global advertisers.
In developing the report, DV analysed data from advertisers representing over 2,000 brands across 80 countries, from May 2019 to April 2020.
Global CTV snapshot: CTV booms . . . and fraud follows
The report found the growing CTV ecosystem is the most targeted environment for fraudsters. DV has identified:
• 1,300 fraudulent apps identified since March 2019 (with 60% detected in 2020 alone)
• A 161% increase in fraudulent CTV traffic rates in Q1 of 2020 vs. Q1 of 2019
• 78% of fraud incidents on CTV are accounted for by bots (compared with 26% of overall fraud incidents)
• Non-certified programmatic CTV saw a Fraud Rate over 11x higher than CTV transacted through DV-certified marketplaces, and approximately 9x higher than publisher-direct buys.
Key takeouts include:
• Rocketing CTV Fraud Worldwide:
o Bots account for 78% of CTV fraud globally
o 1,300 fraudulent apps identified since March 2019 (with 60% detected in 2020 alone)
o An overall 161% increase in fraudulent CTV traffic rates (Q1 2019 vs Q1 2020)
• Programmatic presents risks compared to publisher-direct buys:
o Non-certified programmatic CTV saw a Fraud Rate over 11x higher than CTV transacted through DV-certified marketplaces, and approximately 9x higher than publisher-direct buys
• EMEA leads on viewability, but faces risks elsewhere:
o Overall brands in EMEA are adopting suitability programs, shown by the Brand Suitability Rate increasing 24% year-over-year
o Leading the globe, EMEA’s Video Viewable Rate stands at 76%, and 73% in the UK
o Yet EMEA also experienced growth in the post-bid Fraud Rate at 2.0% total across EMEA, and 2.3% in the UK
EMEA benchmarks: Brand suitability, fraud and video
Brand suitability ensures a brand’s ads do not appear in the context of / or adjacent to unsuitable content. There is no one-size-fits-all approach to brand suitability; brand safe environments can be unique to each brand. DV’s Brand Suitability Rate records instances of ads being served on sites or apps, or adjacent to content that does not meet a brand’s suitability parameters, including both blocked impressions, and those found to be outside a brand’s suitability parameters. Overall, DV’s findings show that brands continue to take measures in response to increasing risks to safety and suitability, with the EMEA Brand Suitability Rate increasing 24% year-over-year to 9.8%, and the UK slightly below at 9.0%.
“DV found that EMEA was also the only region that experienced an increase in the post-bid Fraud Rate, with an EMEA-wide rate of 2.0%, rising slightly to 2.3% in the UK. However, EMEA’s Video Viewable Rate, which refers to the number of video impressions deemed viewable, significantly outpaced all other geographic regions surveyed, for a total of 76% across EMEA and 73% within the UK.
“Brands need clarity and confidence in their digital investments,” said Tanzil Bukhari, Managing Director, EMEA at DoubleVerify. “This report shows that while brands in EMEA have been working hard to boost suitability and targeting capabilities, emerging channels with unestablished standards like CTV present a growing challenge when it comes to ad fraud and brand safety. Moving forward, advertisers and publishers must challenge the status quo and collaborate on driving standards, building best-practices and embracing technology to set a solid baseline which is underpinned by quality and can exceed performance.”
For the full 2020 Global Insights Report, click here