Ad fraudsters flock to connected TV

Just as EMEA’s video viewable rates outpace all other regions, research from digital media measurement software platform provider DoubleVerify (DV) has found that the growing connected TV (CTV) ecosystem is the most targeted environment for fraudsters. In developing its 2020 Global Insights Report, providing a market-by-market benchmark on the […]

The report notes that 1,300 fraudulent apps have been identified since March 2019, with 60% detected in 2020 alone. In addition it found a 161% increase in fraudulent CTV traffic rates in Q1 2020 compared with Q1 2019 while 78% of fraud incidents on CTV are accounted for by bots. This 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.

DV also 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.

Looking as to what brands can do to ensures their ads do not appear in the context of/or adjacent to unsuitable content, the survey revealed that there is no one-size-fits-all approach to brand suitability and brand safe environments can be unique to each brand. DV’s brand suitability rate recorded 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 showed 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%.

“Brands need clarity and confidence in their digital investments,” said Tanzil Bukhari, managing director, EMEA at DoubleVerify commenting on the 2020 Global Insights Report.

“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.”

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