IAS Media Quality Report Says Ad Fraud On The Rise, Risk In Decline
Integral Ad Science (Nasdaq: IAS), a global leader in digital media quality, today released its seventeenth edition of the Media Quality Report for H1 2022, providing transparency into the performance and quality of digital media in the Asia Pacific region, alongside global comparisons.
This report explores how media quality has evolved over the past six months and how marketers can use these shifts to maximise future campaign performance.
Invalid traffic (IVT) activity increased almost universally. APAC was no exception; most markets in the region saw an increase in ad fraud across desktop display, with Singapore having the highest annual increase of 1.9 percentage points year-on-year (YoY) and overall ad fraud rate at 4.9 per cent in H1 2022. Japan and Vietnam followed with respective ad fraud rates of 3.3 per cent (an increase of 0.7 percentage points YoY) and 3.1 per cent (an increase of 1.6 percentage points YoY).
Desktop display ad fraud rates also increased YoY in Australia (1.6 per cent) and New Zealand (0.7 per cent), but dropped slightly in India (0.8 per cent). Globally advertisers saw an average optimised-against-ad fraud rate of 1.4 per cent for desktop display; the non-optimised ad fraud rates reached 13.2 per cent.
Mobile web display environments remained safer in APAC than desktop display; even though there was an uptick in optimised ad fraud rates in a few markets, most of them remained lower than 1 per cent. Singapore saw optimised fraud rates of 0.9 per cent, Vietnam 0.5 per cent and Indonesia 0.4 per cent. India and New Zealand reported 0.2 per cent mobile display ad fraud rates, which did not change YoY.
On the other hand, on mobile web display ad fraud rates, Australia saw a marginal decline of 0.2 percentage points YoY to reach 0.4 per cent. Japan saw a decline of 0.6 percentage points YoY to reach 1.7 per cent.
Programmatic buys across mobile display impressions in Indonesia, Japan, Singapore and Vietnam had higher ad fraud rates than direct publisher buys.
Mobile campaigns using IAS technology saw decreased ad fraud rates in the region. Non-optimised ad fraud activity (affecting unprotected campaigns) increased at 10 times the pace of the jump observed for those running with protection (optimised). Globally, mobile campaigns running without anti-fraud protection encountered up to 16 times the amount of ad fraud as optimised-against-fraud rates.
Ad fraud follows ad dollars and higher CPMs. With the upcoming holiday buying season, advertisers must monitor and block fraudulent impressions and apply pre-bid solutions to offer additional protection against ad fraud when programmatically transacting ads.
Brand risk rates remained on a downward trajectory as the adoption of context-based strategies continues to evolve. Indonesia saw one of the steepest brand risk reductions, down 3.7 percentage points on desktop display and 3.3 percentage points on mobile web display.
Despite a slight annual increase, Vietnam had one of the lowest brand risk levels globally on mobile web display (0.8 per cent). Brand risk levels on mobile web display across APAC markets remained lower than the worldwide average of 2.3 per cent.
Across the world, the brand risk for display ad buys was often driven by the violence category; the same trend followed in Australia, Indonesia and Singapore. Still, illegal downloads represented the largest portion of brand risk for Vietnam, while for India, the primary threat was offensive language.
This highlights the importance of advertisers frequently revisiting brand suitability and safety strategies and having an always-on approach for their campaigns.
Barring Japan, all APAC markets saw an uptick in viewability in display environments, with Australia registering the highest viewability level at 74.6 per cent an increase of 2.9 percentage points YoY. Japan reported the lowest desktop display viewability at 48.4 per cent compared to the global average of 71.5 per cent. The other APAC markets reported more than 60 per cent viewability rates.
Viewability on mobile app environments has also benefited from increased adoption of the IAB Tech Lab’s Open Measurement SDK and third-party access to measurement data. Regional brands understand that viewability is a prerequisite to attention, and viewability rates should be high before tackling attention.
Laura Quigley, SVP APAC at IAS said, “It’s encouraging to see improved digital media quality performance from emerging markets in the APAC region. Publishers are reviewing their inventory, re-designing their sites to deliver greater attention and viewability for clients, and implementing critical strategies to avoid risk and reduce fraud. Fraud is on the rise, and regional advertisers need to make sure we do not just monitor but also block fraud. The non-mitigated fraud rates could be 10 times higher than fraud rates where mitigation tactics are used.
“Advertisers must have robust pre-bid and post-bid strategies and deploy verification solutions to ensure that direct and programmatically traded impressions are protected and optimised to provide maximum impact and ROI.”
With barriers like GDPR and the impending deprecation of cookies, marketers are on a mission to connect with their audiences without invading their privacy. Contextual targeting is a privacy-friendly and effective method for advertisers to reach the right audience at the right time to drive outcomes. IAS classifies content with the greatest granularity at scale.
With emotional and sentiment analysis used in classifying content at the page level, marketers can rely on IAS Context Control to reach their target audience with greater precision and scale than traditional targeting tools. Additionally, IAS’s recent acquisition of Context will enable IAS to accelerate its roadmap to go beyond standard frameworks and to expand its capabilities into more social platforms and CTV.
This solution will enable sophisticated multimedia classification technology, including image, audio, and video. Download the full report here.
Please login with linkedin to comment
IASLatest News
Enjoy A Hahn Solo… And May The Fourth Be With You
This May the fourth Hahn will celebrate alongside Star Wars fans rewarding their passion via a giant Hahn travelling solo through the sky. It’s the one day of the year when all sci-fi fans rejoice and giggle to themselves and Hahn in partnership with Thinkerbell, UM and Affinity is celebrating with an out of this […]
DMARGE Founder Unveils Creator-Led Social Media Agency Feedstar
New creator-led social media agency Feedstar to be aimed directly at Gen Zs. Well, they'd hardly want print, would they?
TV Ratings (02/05/2024): A total of 1,753,000 Aussies Witness Port Adelaide’s Defeat
Seven's AFL numbers almost double that of the NRL last night. The NRL still easily winning for ruptured ACLs.
Hotglue Cashes In With La Trobe Financial Digital Media Account
Hotglue staffers learning their cashflows from their collaterals today after nabbing La Trobe Financial's digital media.
M&C Saatchi’s Sydney Creative Lead Exits
B&T's stopping short of calling it a revolving door at M&C at the present, but there's definitely heat on the hinges.
Taylor Swift’s Music Re-Enters TikTok As Universal Pens Landmark Deal
Yes, B&T may have spent 152 hours failing to get Taylor Swift tickets, but, as you'll read here, it's all behind us now.
HAVAS Red launches inaugural Influencer White Paper
Havas Red has debuted its first influencer white paper. Unless you print it out in colour, of course.
Two Sides Global Campaign Reports Increasing Greenwashing As Organisations Focus On Sustainability
New report confirms greenwashing's on the rise. Apparently Mars' 'work, rest & play' claims also under investigation.
Aruga Launches New HQ & Changed Ownership Structure
PR agency Aruga proves Brisbane is 'so hot right now'. So hot in fact, Adelaide's had to go on anti-anxiety meds.
Delicious & American Express Partner To Launch Month Out 2024 In Sydney
Cost of living got you eating noodles prepared in the two-minute style? Why not live vicariously through this.
Aussie Ad Market Continues Decline In March
The belt-tightening in adland shows signs of a turnaround soon. Bar the belt-loosening at the all-you-can-eat buffet.
VMA Focuses On Skills And Training For Members
If there was a post-COVID hangover (bar the anti-vax ranters) it was the rise in skills shortages. Here's another one.
Nearly 90% Of Consumers Want Transparency About AI Images, Finds Getty Images Report
Study finds consumers want transparency around AI images. Couldn't care less about photoshopped magazine covers.
The National Breast Cancer Foundation Partners With VML To Boost Funds
Anyone else feel we've exhausted the office morning tea for cancer? B&T proposes the office moonshine still instead.
Perry ‘Pez’ Lazaris Named New National Hit Network Announcer
Why is it mandatory for the media to only publish the nicknames of people in radio & underworld crime figures?
Before Adland: Garry Dawson’s Journey From Teacher To Marketer
Here, the Hopeful Monsters marketer talks his shift from the classroom to the room wherever marketers congregate.
Scott Cam Urges Tradies To Prioritise Sun Protection
The Block host promoting sun protection to tradies. Also, don't try getting into the RSL after 6pm wearing high viz.
PubMatic Study: Advertising On Retail Media Is 50% More Effective Than Social Media
New study finds retail media 50% more effective than social. B&T says two-for-one Tim Tams trumps the lot.
From MOWING to life GROWING: Jim Penman launches ‘Life Coaching’ services
Can't decide on getting the hedges trimmed or finding a deeper meaning to life? You're in luck with this new venture.
Budweiser Brazil Turns Songs That Name Drop The Iconic Brand Into Spotify Ads
It's strange that Budweiser never found a market among beer-swilling Aussies. Then again, neither did the fluffy duck.
Effie Worldwide Strengthens Board With 6 New Members
B&T hopes everyone's wearing their Maseur sandals at the Effies, as it's standing room only at the next board meeting.
Special Enlist A Penguin Named Nigel In Latest Energy Campaign For Contact
Special unveils Nigel the penguin in work for energy provider Contact. Apparently Percy the peacock was booked.
Anya Taylor-Joy, Chris Hemsworth & George Miller Ignite Sydney For Epic Mad Max Launch
The Mad Max film franchise is Australia's cinematic gift to the world. That & Chris Hemsworth's near perfect cheekbones.
IAS Launches First-To-Market Integration With Roblox To Provide 3D Immersive Measurement
Always thought you could do with better 3D immersive measurement? Happy days are ahead here.
Fast And Furious: Top Gear Australia Launch Thrilled Motorheads, Car Entusiasts And Guests
B&T is still no closer to knowing who the new Stig is, except that she is a woman and a ridiculously fast.
TV Ratings (02/05/2024): Seven’s The 1% Club Wins The Night
The 1% club did not live up to its name when it comes to TV ratings last night.
TRA Welcomes Raft Of New Hires; Bolstering Expertise Across Markets
Insights and research agency TRA announces slew of new hires. Still no news on the return of marble wash denim, however.
CX Lavender Hires Boston Consulting Group’s Kim Verbrugghe as Chief Strategy Officer
CX Lavender announces new strategy hire and channels 'acoustic folk act at local RSL' for the publicity pic.
Opinion: Community standards, will they be the death of us?
This columnist is talking community standards. Sadly not those people who put dogs in trolleys in supermarkets.
Tegel gets heads bobbing with new free-range chicken platform
Sure, there's a lot of moral considerations when buying a chook. Yet, not as baffling as buying eggs or canned tuna.
Study: 66% of Aussie men believe masculinity is under attack
Two-thirds of Aussie blokes say masculinity's under attack. That said, sales of Solo lemon drink appear robust.
‘Equal Writes’: Canyon reveals new campaign and refreshed brand for women and non-binary writers
As this brand redesign again proves, nothing beats black on white. Well, white on black in this instance.
Icon Agency bolsters consumer and integrated offer with major hires
Icon Agency unveils new recruits. As press photo confirms office moustache competition now a lay-down misère.
Clemenger launches agricultural graduate program
Has Farmer Wants A Wife triggered an interest in dagging & hay balers? This grads program may resonate.
Levi’s Appoint UM As Global Media Agency For $217m Account
Levi's are the jeans for rockstars, models & the cool kids. Although that's not stopped dads from ruining their image.
QMS Nabs Sean Rigby From oOh!media
Things set to get spicy at the next Outdoor Media Association dinner and dance as a rival gets poached.