{"id":510680,"date":"2021-07-08T06:03:07","date_gmt":"2021-07-08T10:03:07","guid":{"rendered":"https:\/\/www.marketnewsdesk.com\/index.php\/doubleverifys-annual-global-study-finds-mobile-app-video-fraud-increases-50-year-over-year-verification-surges-on-ctv-surpassing-other-video-channels-in-north-america\/"},"modified":"2021-07-08T06:03:07","modified_gmt":"2021-07-08T10:03:07","slug":"doubleverifys-annual-global-study-finds-mobile-app-video-fraud-increases-50-year-over-year-verification-surges-on-ctv-surpassing-other-video-channels-in-north-america","status":"publish","type":"post","link":"https:\/\/www.marketnewsdesk.com\/index.php\/doubleverifys-annual-global-study-finds-mobile-app-video-fraud-increases-50-year-over-year-verification-surges-on-ctv-surpassing-other-video-channels-in-north-america\/","title":{"rendered":"DoubleVerify\u2019s Annual Global Study Finds Mobile App Video Fraud Increases 50% Year-Over-Year; Verification Surges On CTV, Surpassing Other Video Channels in North America"},"content":{"rendered":"<p>        <!--.bwalignc { text-align: center; list-style-position: inside }\n.bwlistdisc { list-style-type: disc }body {font:normal small Arial,Helvetica,sans-serif;color:#000;background-color:#fff;padding:24px;margin:0;} a img {border:0;} h3 {font-size:medium;color:#000;margin:0 0 1em 0; text-align:center;}-->  <\/p>\n<p class=\"bwalignc\"><b>DoubleVerify\u2019s Annual Global Study Finds Mobile App Video Fraud Increases 50% Year-Over-Year; Verification Surges On CTV, Surpassing Other Video Channels in North America<\/b><\/p>\n<p class=\"bwalignc\"><i>DV\u2019s annual study on the state of digital media quality and performance also reveals significant declines in key violation rates, underscoring the positive impact verification solutions are having on media quality and performance<\/i><\/p>\n<p>NEW YORK&#8211;(<a href=\"http:\/\/www.businesswire.com\">BUSINESS WIRE<\/a>)&#8211;<a rel=\"nofollow\" href=\"https:\/\/cts.businesswire.com\/ct\/CT?id=smartlink&amp;url=https%3A%2F%2Fdoubleverify.com%2F&amp;esheet=52456841&amp;newsitemid=20210708005262&amp;lan=en-US&amp;anchor=DoubleVerify&amp;index=1&amp;md5=40ff0ebc2b7a2179de6e8ac4045110e3\">DoubleVerify<\/a> (&#8220;DV&#8221;), (NYSE: DV), a leading software platform for digital media measurement, data and analytics, today released its 2021 Global Insights Report, an annual study on the current state of digital media quality and performance.\n<\/p>\n<p>\nFor this year\u2019s Global Insights Report, DV analyzed more than one trillion impressions in 80 markets across more than 2,100 brands. The report provides a market-by-market analysis for North America, LATAM, EMEA, and APAC of video and display impressions measured year-over-year (YoY) from May 2020 to April 2021 across desktop and mobile web, mobile app, and CTV.\n<\/p>\n<p>\nThis year\u2019s report found that many post-bid quality metrics measured and benchmarked by DV are moving in a positive direction, with violation rates decreasing. Both brand suitability and fraud violations are down globally, demonstrating the impact verification technologies are having on cleaning up the supply chain. The increased implementation of pre-bid avoidance by brands has been central to this positive shift.\n<\/p>\n<p>\nAs programmatic continues to grow in prominence as the dominant buying modality, global advertisers are increasingly activating pre-bid controls \u2013 benefiting from protection <i>before <\/i>ads are purchased, and circumventing post-bid blocks or incidents. Moreover, platform partners, including DSPs and SSPs, have worked diligently with the verification industry to improve inventory quality at large.\n<\/p>\n<p>\n\u201cAs clearly evidenced by our annual Global Insights Report, the expanded implementation of pre-bid verification filters is having a positive impact on post-bid metrics \u2013 bolstering quality throughout the media transaction, eliminating wasted investment, and reducing reliance on post-bid controls such as blocking,\u201d said Mark Zagorski, CEO of DoubleVerify. \u201cProgrammatic buying is becoming the norm for premium digital advertisers, even in fast growing channels such as CTV; the ability to build confidence in ecosystem inventory is essential to fostering its continued growth.\u201d\n<\/p>\n<p>\nAdditional key takeaways from the report include:\n<\/p>\n<ul class=\"bwlistdisc\">\n<li><b>CTV Verification Volumes Surge in North America \u2013 <\/b>Over the last year, the volume of video ad impressions measured by DV globally has increased 56%. Mobile web, with 104% growth YoY, and CTV, with 87% growth YoY, have driven the trend. In North America, the growth of programmatic buying on CTV has fueled the demand for verification, as advertisers seek greater transparency across their media buys. In fact, nearly one-third (29%) of all video ad impressions verified are now delivered on CTV devices in North America, making CTV the leading driver of the region\u2019s verified impressions.\n<\/li>\n<li><b>Brand Suitability Violations Decline<\/b> \u2013 Globally, post-bid brand suitability rates fell by a modest 4%, likely due to the widespread adoption of pre-bid avoidance tools. DV noted a significant drop in post-bid programmatic block rates as programmatic pre-bid avoidance tools gained traction (from 9.4% in Q1 2019 to 6.0% in Q1 2021). Additionally, keywords make up a smaller share of overall violations, falling from 13% in May 2020 to 7% in April 2021. These changes show a maturing industry, moving beyond keywords to embrace inclusion\/exclusion lists, page exception lists and contextual content categories at DV\u2019s guidance.\n<\/li>\n<li><b>Fraud\/SIVT Rates Down, But Volume Remains Steady<\/b> \u2013 While global post-bid fraud\/SIVT violation rates fell overall, volume of infractions remained steady. Pockets of fraud \u2013 especially targeting video on mobile app devices, which rose by nearly 50% \u2013 continue to plague the industry. Meanwhile, in CTV and streaming, fraud is evolving. In 2020, bot-based fraud drove 78% of all fraud\/SIVT violations on CTV. In 2021, that number is down to 44%. Instead, fraud has migrated to data center traffic, which is now 36% of all CTV fraud\/SIVT. With data center traffic, sophisticated fraudsters may spoof server-side ad insertion inventory (e.g., a mobile impression may be made to look like a CTV impression) or the SSAI inventory lacks certain information, potentially hiding bad actors.\n<\/li>\n<li><b>Programmatic Inventory Closes the Quality Gap<\/b> \u2013 Globally, the gap in media quality between programmatic and publisher-direct is closing. For the first time, DV found that the brand suitability violation rate and fraud\/SIVT violation rates for programmatic vs. direct publisher buys are within 1% of each other \u2013 a big shift from previous years. This is likely due to effort to clean up the programmatic ecosystem, together with the fact that automated ways of buying directly (e.g., Private Marketplaces and Programmatic Guaranteed) have risen in popularity\n<\/li>\n<li><b>Low AVOC Rates for Video <\/b>\u2013 Across regions, less than 15% of all video ads are audible and in-view on completion (AVOC). On desktop, North American advertisers have the most opportunity for improvement, with the lowest AVOC rates of any region. Time-in-view for display advertising is on the rise, led by a 20% year on year increase on mobile apps. AVOC and time-in-view are part of a new class of performance metrics that indicate actual attention from the user. They give advertisers deeper insights into the efficacy of their campaigns, allowing them to optimize to drive desired outcomes.\n<\/li>\n<li><b>Pandemic\u2019s Impact on Performance<\/b> \u2013 As part of its Global Insights Report, DV has also created an \u201cAttention Index,\u201d evaluating ad \u201cAttention\u201d based on \u201cengagement\u201d and \u201cexposure\u201d metrics. Engagement measures how users interact with ads and exposure quantifies how the ad is displayed on the page. Notably, while campaigns in travel and media and sports had smaller buys, decreasing exposure levels, both still drove better-than-average consumer engagement. Similarly, entertainment advertisers saw higher engagement YoY, despite decreased exposure.\n<\/li>\n<\/ul>\n<p>\n\u201cNow more than ever, global advertisers demand greater clarity and confidence in their digital investments,\u201d added Zagorski. \u201cBrands want evidence of campaign quality and performance to maximize the effectiveness of online advertising. This report reflects the key challenges affecting the ad ecosystem globally \u2013 benchmarking the industry at large, while offering in-depth data and analytics to help brands optimize digital strategies.\u201d\n<\/p>\n<p>\nSee the full report findings <a rel=\"nofollow\" href=\"https:\/\/cts.businesswire.com\/ct\/CT?id=smartlink&amp;url=https%3A%2F%2Fdoubleverify.com%2F2021-global-insights-report%2F&amp;esheet=52456841&amp;newsitemid=20210708005262&amp;lan=en-US&amp;anchor=here&amp;index=2&amp;md5=365a976aa0cdb048fbc809876802ed9d\">here<\/a>.\n<\/p>\n<p><b>About DoubleVerify<\/b><\/p>\n<p>\nDoubleVerify is a leading software platform for digital media measurement and analytics. Our mission is to make the digital advertising ecosystem stronger, safer and more secure, thereby preserving the fair value exchange between buyers and sellers of digital media. Hundreds of Fortune 500 advertisers employ our unbiased data and analytics to drive campaign quality and effectiveness, and to maximize return on their digital advertising investments \u2013 globally.\n<\/p>\n<p><img decoding=\"async\" alt=\"\" src=\"https:\/\/cts.businesswire.com\/ct\/CT?id=bwnews&amp;sty=20210708005262r1&amp;sid=flmnd&amp;distro=nx&amp;lang=en\" style=\"width:0;height:0\" \/><span class=\"bwct31415\" \/><\/p>\n<p id=\"mmgallerylink\"><span id=\"mmgallerylink-phrase\">View source version on businesswire.com: <\/span><span id=\"mmgallerylink-link\"><a href=\"https:\/\/www.businesswire.com\/news\/home\/20210708005262\/en\/\" rel=\"nofollow\">https:\/\/www.businesswire.com\/news\/home\/20210708005262\/en\/<\/a><\/span><\/p>\n<p>\nChris Harihar<br \/>\n<br \/><a rel=\"nofollow\" href=\"mailto:chris@crenshawcomm.com\">chris@crenshawcomm.com<\/a><\/p>\n<p><b>KEYWORDS:<\/b> United States North America New York<\/p>\n<p><b>INDUSTRY KEYWORDS:<\/b> Data Management Technology Other Communications Publishing Marketing Advertising Communications Security Other Technology Software Internet<\/p>\n<p><b>MEDIA:<\/b><\/p>\n<table cellpadding=\"3\" cellspacing=\"3\" \/>\n","protected":false},"excerpt":{"rendered":"<p>DoubleVerify\u2019s Annual Global Study Finds Mobile App Video Fraud Increases 50% Year-Over-Year; Verification Surges On CTV, Surpassing Other Video Channels in North America DV\u2019s annual study on the state of digital media quality and performance also reveals significant declines in key violation rates, underscoring the positive impact verification solutions are having on media quality and performance NEW YORK&#8211;(BUSINESS WIRE)&#8211;DoubleVerify (&#8220;DV&#8221;), (NYSE: DV), a leading software platform for digital media measurement, data and analytics, today released its 2021 Global Insights Report, an annual study on the current state of digital media quality and performance. For this year\u2019s Global Insights Report, DV analyzed more than one trillion impressions in 80 markets across more than 2,100 brands. The report provides a market-by-market analysis &hellip; <\/p>\n<p class=\"link-more\"><a href=\"https:\/\/www.marketnewsdesk.com\/index.php\/doubleverifys-annual-global-study-finds-mobile-app-video-fraud-increases-50-year-over-year-verification-surges-on-ctv-surpassing-other-video-channels-in-north-america\/\" class=\"more-link\">Continue reading<span class=\"screen-reader-text\"> &#8220;DoubleVerify\u2019s Annual Global Study Finds Mobile App Video Fraud Increases 50% Year-Over-Year; Verification Surges On CTV, Surpassing Other Video Channels in North America&#8221;<\/span><\/a><\/p>\n","protected":false},"author":2,"featured_media":0,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[],"tags":[],"class_list":["post-510680","post","type-post","status-publish","format-standard","hentry"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.8 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>DoubleVerify\u2019s Annual Global Study Finds Mobile App Video Fraud Increases 50% Year-Over-Year; Verification Surges On CTV, Surpassing Other Video Channels in North America - Market Newsdesk<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.marketnewsdesk.com\/index.php\/doubleverifys-annual-global-study-finds-mobile-app-video-fraud-increases-50-year-over-year-verification-surges-on-ctv-surpassing-other-video-channels-in-north-america\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"DoubleVerify\u2019s Annual Global Study Finds Mobile App Video Fraud Increases 50% Year-Over-Year; Verification Surges On CTV, Surpassing Other Video Channels in North America - Market Newsdesk\" \/>\n<meta property=\"og:description\" content=\"DoubleVerify\u2019s Annual Global Study Finds Mobile App Video Fraud Increases 50% Year-Over-Year; Verification Surges On CTV, Surpassing Other Video Channels in North America DV\u2019s annual study on the state of digital media quality and performance also reveals significant declines in key violation rates, underscoring the positive impact verification solutions are having on media quality and performance NEW YORK&#8211;(BUSINESS WIRE)&#8211;DoubleVerify (&#8220;DV&#8221;), (NYSE: DV), a leading software platform for digital media measurement, data and analytics, today released its 2021 Global Insights Report, an annual study on the current state of digital media quality and performance. For this year\u2019s Global Insights Report, DV analyzed more than one trillion impressions in 80 markets across more than 2,100 brands. The report provides a market-by-market analysis &hellip; Continue reading &quot;DoubleVerify\u2019s Annual Global Study Finds Mobile App Video Fraud Increases 50% Year-Over-Year; Verification Surges On CTV, Surpassing Other Video Channels in North America&quot;\" \/>\n<meta property=\"og:url\" content=\"https:\/\/www.marketnewsdesk.com\/index.php\/doubleverifys-annual-global-study-finds-mobile-app-video-fraud-increases-50-year-over-year-verification-surges-on-ctv-surpassing-other-video-channels-in-north-america\/\" \/>\n<meta property=\"og:site_name\" content=\"Market Newsdesk\" \/>\n<meta property=\"article:published_time\" content=\"2021-07-08T10:03:07+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/cts.businesswire.com\/ct\/CT?id=bwnews&amp;sty=20210708005262r1&amp;sid=flmnd&amp;distro=nx&amp;lang=en\" \/>\n<meta name=\"author\" content=\"Newsdesk\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"Newsdesk\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"5 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\\\/\\\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\\\/\\\/www.marketnewsdesk.com\\\/index.php\\\/doubleverifys-annual-global-study-finds-mobile-app-video-fraud-increases-50-year-over-year-verification-surges-on-ctv-surpassing-other-video-channels-in-north-america\\\/#article\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/www.marketnewsdesk.com\\\/index.php\\\/doubleverifys-annual-global-study-finds-mobile-app-video-fraud-increases-50-year-over-year-verification-surges-on-ctv-surpassing-other-video-channels-in-north-america\\\/\"},\"author\":{\"name\":\"Newsdesk\",\"@id\":\"https:\\\/\\\/www.marketnewsdesk.com\\\/#\\\/schema\\\/person\\\/482f27a394d4fda80ecb5499e519d979\"},\"headline\":\"DoubleVerify\u2019s Annual Global Study Finds Mobile App Video Fraud Increases 50% Year-Over-Year; 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For this year\u2019s Global Insights Report, DV analyzed more than one trillion impressions in 80 markets across more than 2,100 brands. 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