DoubleVerify Global Insights Report: As Ad Dollars Move to Connected TV, Fraud Schemes Spike 70% Globally
16 Mai 2022 - 1:00PM
Business Wire
Brand safety violations also decreased for the
2nd year in a row
DoubleVerify (“DV”), a leading software platform for digital
media measurement, data and analytics, today released its 2022
Global Insights Report, analyzing media quality and performance
trends from more than one trillion impressions delivered across
over 2,100 brands in 80 markets. This fifth year anniversary report
explores how far the industry has come since 2017.
“The good news is that verification is working,” said Mark
Zagorski, CEO, DoubleVerify. “DV’s first-ever Global Insights
Report, published in 2017, reported display viewable rates at 52%
and video viewable rates at 59%. Now, they are near or above 70%.
Additionally we saw brand safety violations decrease for the
second year in a row, while the number of fraud schemes we
were able to protect our clients from increased. Based on our
stats, it is clear that verification technology is making the
internet stronger, safer and more secure.”
The report provides a market-by-market analysis for North
America, LATAM, EMEA and APAC across video and display impressions
measured year-over-year (YoY) from January-December 2021, including
desktop and mobile web, mobile app, and connected TV (CTV). Key
takeaways from our analysis this year include:
Record Spike in Fraud Schemes, Driven by CTV and Video —
The number of fraud schemes uncovered by DV spiked by over 70%
year-over-year from 2020 to 2021. This year, an unprecedented
number of schemes targeted CTV and video – the most complex and
sophisticated of which included OctoBot, SneakyTerra, ViperBot and
SmokeScreen. We estimate these schemes alone attempted to steal
more than $6-8 million each month from advertisers - and are
costing publishers, too. DV estimates show that these CTV schemes
alone may have siphoned $140 million from publishers in 2021.
Brand Safety Violations Decrease for 2nd Year in a Row —
The post-bid brand suitability violation rate continues to fall,
and is now 9% lower than last year for an overall rate of 7.1% -
meaning advertisers see brand suitability violation rates decrease
as their verification strategy matures. DV also saw momentum for a
brand safety and suitability floor. In 2019, the Global Alliance
for Responsible Media (GARM) and the 4A’s released the brand safety
floor and suitability framework. The brand safety floor identifies
topics and content that are considered unsafe and never appropriate
for monetization. Ninety-three percent of the advertisers DV
analyzed leverage at least one brand safety floor category for
avoidance, blocking and or monitoring, and 61% use all floor
categories.
Video Ads See Impressive Growth in Attention, Driven by
CTV — Video Completion typically refers to the number of times
a video plays to the end, often broken up into quartile metrics to
indicate levels of video performance and attention (e.g. 25%
Complete, 50% Complete, 75% Complete, 100% Complete). DV has seen
moderate, steady improvement in quartile-level completion rates for
quartiles 1, 2, and 3 over the last three years. However, Video
Completion Rate (VCR) has drastically improved from 62% in 2019, to
67% in 2020, to 71% in 2021. This increase is likely due to
increased measurement on CTV, where VCR climbed 3% year-over-year
and is now at 95.6%.
Pre-bid Verification Boosts Media Quality &
Performance — Increased adoption of pre-bid verification is
driving declines in post-bid violations (brand safety/suitability,
fraud and geo infractions). Pre-bid activation of verification
solutions allows advertisers to reduce blocks by evaluating whether
a programmatic impression will be brand-suitable, fraud-free, and
in geo before the bid takes place. Advertisers deploying pre-bid
verification through the media transaction are seeing marked
improvement in the quality of their buys, with post-bid violation
rates falling 6% year-over-year. Overall, DV advertisers now
experience an average of just 10% post-bid violations across all
quality measurement criteria.
Experience is Driving More Sophisticated Verification
Strategies — The number of years a brand has worked with a
verification provider typically equates to greater sophistication
and understanding of the value of such verification tools,
ultimately resulting in lower violation rates, greater campaign
quality, and efficiency. DV found that long-standing verification
users are most likely to adopt a wider set of verification tools,
preventing fraud and brand suitability infractions before an ad is
served. These advanced advertisers saw a 9.4% post-bid violation
rate in 2021–6% below the global average and 28% below more recent
adopters.
For North America, specifically, key findings include:
- Fraud/SIVT (sophisticated invalid traffic) decreased
year-over-year, but North America still has the highest fraud rate
(1.5%) and is responsible for driving up the global average
(5.2%).
- North America continues to lead the way on brand suitability as
violations dropped another 10% year-over-year, capturing how
sophisticated brands have become with their policies to balance
protection with the ability to scale.
- Like EMEA, viewable rates in North America seem to be leveling
off. Although this indicates that advertisers are transitioning to
consider KPIs beyond viewability, the display viewable rate in
North America is still just below the 70% threshold recommended by
the IAB.
“This year’s report finds that media quality is table stakes,”
added Zagorski. “No longer is it acceptable to assume that a
portion of media dollars will be wasted on fraud, or potentially
exposed to brand suitability concerns. Advertisers have demanded
quality, understanding that it is a prerequisite to achieving
performance.”
For the full 2022 Global Insights Report, visit:
https://doubleverify.com/2022-global-insights-report
About DoubleVerify DoubleVerify (“DV”) (NYSE: DV) is a
leading software platform for digital media measurement and
analytics. Our mission is to make the digital advertising ecosystem
stronger, safer and more secure, thereby preserving the fair value
exchange between buyers and sellers of digital media. Hundreds of
Fortune 500 advertisers employ our unbiased data and analytics to
drive campaign quality and effectiveness, and to maximize return on
their digital advertising investments – globally. Learn more at
www.doubleverify.com.
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version on businesswire.com: https://www.businesswire.com/news/home/20220516005296/en/
Press: Chris Harihar chris@crenshawcomm.com
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