DoubleVerify found that bot fraud on Connected TV jumped by 69 percent in the year 2022.
According to the report, advertisers who did not use an ad verification system saw more fraud violations on their campaigns.
In order to drive consistent performance, advertisers need to engage verification across all campaigns and environments.
Advertisers become vulnerable to the swings in quality caused by unpredictable news cycles when verification is turned off or not applied. As verification techniques evolve to encompass emerging channels for content consumption, the industry will be able to maintain a common and consistent gauge of media quality. It's important to have coverage, protection and insight into all channels.
APAC has high video viewability and low fraud/SI VT violation rates.
The region only showed a slight decrease in its brand suitability violation rate over the course of the year. The increase in Australia's rate is partially due to the increase in mobile web alone.
Advertisers in Australia are using attention-based metrics to understand their campaigns.
Video performance and ads in mobile apps have historically been better than in the past. Advertisers run campaigns that deliver to low attention sites. There is a significant inventory that could deliver higher attention and performance.
The report looked at over 5 trillion media transactions across over 1000 customers.
Masood said that the report highlights the significant surge in CTV consumption and associated fraud but also emphasizes the crucial role of always-on verification.
The high cost of inaction for advertisers is reinforced by the dramatic discrepancy in quality. Advertisers are starting to use attention-based measurement for better campaign performance and insights.
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