Fraudsters Follow Advertisers To CTV: Report

Smart TV on the blue wall in living room,3d rendering

DoubleVerify has today released its 2020 Global Insights Report, providing a market-by-market benchmark on the state of media quality for global advertisers.

With in-depth analysis of brand suitability, fraud, viewability and performance, the report addresses key issues that advertisers face today as they seek to maximize return on their digital investments. The report also offers a view on emerging trends — including the sharp rise in CTV fraud, and increase in the rate of brand suitability incidents on mobile app inventory — that may impact the way advertisers think about cross-channel marketing, targeting, privacy and more.

“Brands are increasingly demanding greater clarity and confidence in their digital investments, as well as evidence of campaign performance that drives real business outcomes,” said DoubleVerify CEO Mark Zagorski.

“This report reflects the critical challenges affecting the ad ecosystem worldwide, giving us the data needed to work together to find solutions.”

CTV booms . . . and fraud follows

CTV has become the fastest growing digital media channel and, not surprisingly, the highest growth environment for fraud. Since March 2019, DV has identified 1,300 fraudulent CTV apps. This bad behaviour shows no sign of waning — over 60 per cent of those 1,300 fraudulent apps were detected in 2020 alone. DoubleVerify also detected a 161 per cent increase in fraudulent CTV traffic rates in Q1of 2020 vs. Q1 of 2019. Moreover, while bot fraud accounted for 26 per cent of fraud incidents overall, it was responsible for a whopping 78 per cent of fraud incidents on CTV.

“Fraud follows ad spend — especially within emerging channels like CTV, where measurement technologies are not widely adopted and demand outstrips supply,” said Zagorski.

“It’s interesting to note that bot traffic, the most basic type of fraud, is back in this high-growth environment — which means it’s manageable. We expect CTV will continue to be a strategic area of focus and innovation for the company, as we see the opportunity to develop new performance metrics to build media buyers’ confidence and help accelerate the shift of linear TV dollars to CTV.”

DV also found that while CTV fraud impacts both programmatic and direct buying channels, inventory transacted through DV-certified programmatic marketplaces saw the lowest incidence of fraud, followed by direct and other programmatic supply. In fact, 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.

Brand Suitability Block Rate drops 3 per cent YoY

Globally, the overall Brand Suitability Rate increased 14 per cent YoY to 7.6 per cent. This describes all brand suitability violations — including both impressions that were blocked, and those that were measured and found to be outside of a brand’s suitability parameters. While the Brand Suitability Incident Rate increased across all devices year-on-year, the increase was most notable on mobile app (+32 per cent) — but increases were also seen on mobile web (+19 per cent) and desktop (+17 per cent).

The Brand Suitability Block Rate, which describes instances in which advertisers elected to block their ads from serving, also increased for mobile app (+7 per cent), but declined for mobile web (-5 per cent) and desktop (-4 per cent) — resulting in an overall Block Rate decline of 3 per cent year-on-year.
“This is occurring as brands are becoming more sophisticated and nuanced in how they execute their suitability policies, with a growing awareness of the need to balance brand protection with the ability to scale and support trusted publishers,” said Dan Slivjanovski, CMO of DoubleVerify.

In terms of campaign performance, News publishers see highest engagement

DV’s analysis of ad performance across content verticals found that News content had the highest Engagement Index (122), outpacing Sports (112), Personal Finance (111), Technology and Computing (86) and Music (77), among others. Engagement is a measure of end user interaction with the device, content or ad, and is part of DV’s predictive performance solution for advertisers, called Authentic PerformanceTM.

“We encourage brands for whom news is suitable to strongly consider continued support of trusted news publishers within their media plans — further supported by the high user engagement associated with this content,” said Slivjanovski.

“That means refining the use of reach-extending tools like page exceptions that allow advertisers to run on high-value, high-volume news sites and entry pages — like home pages — to maximize scale without compromising protection. Advertisers increasingly are activating more sophisticated and precise suitability settings to ensure brand protection without jeopardizing campaign delivery or reach.”

Please login with linkedin to comment

CTV doubeverify fraud

Latest News

Chris Howatson’s Next Move Revealed
  • Advertising

Chris Howatson’s Next Move Revealed

B&T can confirm departing CHEP CEO Chris Howatson's next move here. Not that he's actually confirmed it to us.

by B&T Magazine

B&T Magazine
Anchor Dairy Launches Christmas Appeal For NZ Food Network Via Pead
  • Campaigns

Anchor Dairy Launches Christmas Appeal For NZ Food Network Via Pead

New Zealand’s Anchor Dairy has switched strategies for its 2020 Christmas campaign, with the company this year drawing attention to the need to give during the festive season. The Fonterra-owned company is encouraging Kiwis to fundraise for the New Zealand Food Network, following the release of research that showed one in five people risk going […]

Victorians Told To Take Advantage Of Energy Reforms In New Campaign, Via Icon Agency
  • Campaigns

Victorians Told To Take Advantage Of Energy Reforms In New Campaign, Via Icon Agency

The ‘It’s Your Energy’ campaign, delivered via Icon Agency, encourages Victorians to take advantage of recent energy reforms and ensure they’re getting the best deal possible. Essential Services Commission, the regulatory body for Victorian energy and gas, water, local government, and transport sectors, has engaged Icon Agency to develop an integrated communications campaign to help […]

MJZ’s Juan Cabral Joins FINCH, Colenso BBDO On ‘NRMA Sleeper’ Campaign
  • Campaigns

MJZ’s Juan Cabral Joins FINCH, Colenso BBDO On ‘NRMA Sleeper’ Campaign

In the insurance company’s latest campaign, NRMA Sleeper depicts a road trip, like any other, except everyone in the car is asleep, even the driver. Yet they arrive unscathed. According to production company FINCH, which is behind the work, the spot dreams up a world where cars drive themselves to remind us that until they […]

Charity Bailey’s Day Launches ‘The Big-Hearted Bear’ Campaign Featuring Livinia Nixon Via Noisy Beast
  • Media

Charity Bailey’s Day Launches ‘The Big-Hearted Bear’ Campaign Featuring Livinia Nixon Via Noisy Beast

Children’s cancer charity, Bailey’s Day, has teamed up with full-service international communications agency Noisy Beast to launch ‘The Big-Hearted Bear’ campaign, voiced by Channel 9’s Livinia Nixon. Each year, Bailey’s Day hosts a charity golf day, auction and luncheon to raise funds for children’s cancer research at Monash Children’s Hospital, but with the COVID-19 pandemic, […]