New research has found that the use of ad fraud detection, attribution modelling, brand safety and ad viewability tracking technologies has increased markedly across Aussie agencies.

According to the State of the Industry: Marketing & Advertising Technology report by IAB Australia, there has been a 19 per cent rise year on year in agencies using ad fraud technology, and a 14 per cent increase in the use of brand safety ad tracking technology.

The use of attribution modelling and ad viewability tracking technologies among agencies has also grown – up 13 per cent and 12 per cent respectively.

Agencies, clients and publishers have also increased their use of tag management and DMPs, up 10 per cent and nine respectively, while the use of DSPs by agencies has grown by 12 per cent.

Data visualisation, DMPs and ad fraud detection technology usage were identified in the report as technologies which will see increased usage over the next six months.

The report also found that only half of marketers are using attribution modelling, with the gap between familiarity and usage of attribution modelling and usage suggesting more education is needed in how to optimise these methods, IAB Australia noted.

Vijay Solanki, CEO of IAB Australia, said it is clear that attribution is now both a need and an opportunity for marketers, highlighting the ongoing importance of the measurement of effectiveness.

“This is a core part of our brand, so IAB will continue to work closely with marketers to provide them the support they need,” he said.

Ben Sharp, chair of IAB Australia’s Technology Council and Adroll’s managing director for Australia and New Zealand, said the increasing usage of DSPs and DMPs points to a growing number of marketers utilising ad tech tools as part of their marketing mix.

“Marketers are also striving to get a better understanding on how to be more efficient with attribution modelling having one of the largest increases year on year,” he added.