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1、2DoubleVerify Global Insights Report 2022Executive SummaryVerification 2.0Brand SuitabilityFraudViewabilityAttentionRegional BenchmarksAPACLATAM EMEA North AmericaVertical BenchmarksWhats Next349223242526Table of Contents Data NoteAll data is post-bid unless otherwise indicated.Post-bid m
2、onitoring and blocking technology record violations.Violation rates are post-bid metrics because violations are tracked after an ad has been purchased.Pre-bid technology stops an advertiser from bidding on an unsuitable impression,which prevents a violation from happening in the first place.That is
3、why many of the numbers we report,while directionally accurate,do not represent the full scope of DVs protection.Key Definitions:Violation Rates(Fraud/SIVT or Brand Safety&Suitability):Those impressions either delivered or blocked that do not comply with a clients specific settings.Incident Rates:De
4、livered(but not blocked)impressions that do not comply with a clients specific settings.Block Rates:Blocked impressions that do not comply with a clients specific settings.“Fraud”refers to all types of Sophisticated Invalid Traffic(SIVT)throughout this report.Unless otherwise noted,year-over-year da
5、ta ranges and comparisons span January 2021-December 2021 versus the prior year3DoubleVerify Global Insights Report 2022DoubleVerifys 2022 Global Insights Report examines media quality and performance trends from more than a trillion ads delivered across 2,100+brands in 80 markets.This fifth-year an
6、niversary report analyzes the impact of verification on the industry since 2017,and further anticipates future innovationas verification evolves from a singular focus on media quality,to a broader scope of media performance and attention solutions correlated with campaign outcomes.The report also pr
7、ovides a market-by-market analysis for North America,LATAM,EMEA and APAC across video and display impressions measured year-over-year(YoY)from January-December 20211 versus the prior year,including desktop and mobile web,mobile app and connected TV(CTV).Some of the key takeaways this year versus the
8、 prior year include2.Driving Media Quality and Performance Worldwide1Previous Global Insights Reports have used rolling 12-month averages from May-April of the year the report was published;therefore,the 2021 data referenced in this report differs from the“2021”referenced in the Global Insights Repo
9、rt published in August 2021.2All stats are YoY unless otherwise noted.Post-bid Violations Decline As Advertisers Adopt Avoidance and Filtering ControlsIncreased adoption of activation solutions(pre-bid and pre-render verification)is driving declines in post-bid violations.Advertisers who deploy veri
10、fication strategies throughout the media transaction are seeing marked improvement in the quality of their digital buys.Over the past year,post-bid violation rates(the rate of measured brand safety/suitability,fraud and geo infractions after pre-bid avoidance takes place)fell 6%.Overall,DV advertise
11、rs now experience an average of just 10%post-bid violations across all quality measurement criteria.201911.7%202010.7%202110.0%OVERALL VIOLATION RATENEW CHALLENGES AND OPPORTUNITIES ARISEAdoption of BrandSafety FloorIncrease in fraud schemesLower Violation RatesExperienced accounts saw61%+70%-6%Audi
12、ble and In-View on Completion(AVOC)Average Viewable Time23%+7%QUALITY IS STABILIZINGDecrease in Brand Safety and Suitability ViolationsDecrease in Fraud ViolationsIncrease in Display Viewable RateIncrease in VideoViewable Rate-9%-7%+1%+4%EXECUTIVE SUMMARYDoubleVerify Global Insights Report 20224Adve
13、rtiser Commitment to Independent Media Authentication Pays DividendsDigital ad spend exceeded$440 billion in 2021 and now accounts for 62%of ad spend worldwide,but the quality of digital content varies.Brand suitability and fraud are serious concerns that,can undermine a successful digital strategy.
14、One peer-reviewed study conducted by New York University and the Universit Grenoble Alpes,for example,showed that from August 2020-January 2021,stories that perpetuated disinformation generated six times more likes,shares and interactions on Facebook than did stories from trusted news sources.And th
15、is year,DoubleVerify detected an increasing number of CTV fraud schemes,each more sophisticated than the last,that attempted to siphon millions in ad spend intended for premium inventory.Having a sophisticated,or mature,verification strategy can help give advertisers confidence in the quality of the
16、ir media buysallowing them to shift their focus to achieving performance.DVs long-standing clients,for example,are most likely to use a wide set of verification tools,such as DV Video Filtering and Authentic Brand Suitability targeting,which help prevent fraud and brand suitability infractions befor
17、e an ad is served.DV Video Filtering,for example,reduced fraud violations by 75%for advertisers using the tool.Overall,DVs advanced accounts saw a 9.4%post-bid violation rate in 2021which is 6%below the global average and 28%below more recently launched accounts.VIOLATION RATE BY AGE OF DV ACCOUNT20
18、21STAGEOnboarding0-6 months13.1%Ramping7-12 months10.6%Established13-24 months9.6%Advanced25+months9.4%VERIFICATION 2.05DoubleVerify Global Insights Report 2022VERIFICATION 2.0Protection Throughout the Media Transaction Advertisers with a more tenured approach to verification begin by protecting the
19、ir media buys throughout the transactionfrom pre-bid avoidance to filtering to monitoring and blocking.What a Mature Measurement and Authentication Strategy Looks LikeA mature measurement and authentication strategy delivers confidence by:Developing and documenting brand safety and suitability param
20、eters and implementinggovernance policies and controls that ensure streamlined and consistent executionacross all media buys.Leveraging pre-render,pre-serve and post-bid technology to ensure protection throughoutthe media transaction.Understanding and training media planners on the brand safety and
21、suitability tools attheir disposal,and how best to leverage them to balance protection and scale.Implementing verification strategies across all buying platformsincluding walled gardenslike social media.Establishing a foundation of media quality that is ideally suited to drive performance.Pre-bid Av
22、oidanceEnables advertisers to target away from unsuitable inventory.DV Video FilteringMinimizes blocks and incidents for video ads while letting publishersre-monetize inventory.BlockingProtects advertisers from delivering ads to unsuitable inventory.MonitoringReporting that provides transparency int
23、o where incidents occur.DV Authentic AttentionUnlocks insights into which DV Authentic Ad are most effectiveat driving attention.6DoubleVerify Global Insights Report 2022200192021Five Year Quality TrendsSince 2017,DV has made significant enhancements to its offering to close the gaps in m
24、easurement and ensure protection across devices,formats and platforms.This foundation of quality sets the stage for more efficient and effective media buying and optimization.The following graphs look at DV data for post-bid brand suitability and fraud violation rates and viewability rates over the
25、past five years alongside milestones in verification technology.Note:Years in this graph reflect the Global Insights Report publisher year,not full calendar yearsFraud:Acceleration of mobile ad fraudFraud:DV identifies first large-scale CTVfraud schemeBrand Suitability:Launch of Authentic Brand Suit
26、ability targetingFraud:DV Launches its CTV Fraud Certification ProgramBrand Suitability:Authentic Brand Suitability integrated with all major DSPsFraud:DV Fraud Lab identifies first variants of Octobot and early permutations of schemes mimicking SSAI trafficBrand Suitability:Enhanced coverage on mob
27、ile appsFraud:DV Fraud Lab identifies first CTV hijacking schemesBrand Suitability:Launch of Brand Suitability Tiers&DV Video Filtering20020202120225.3%3.5%3.1%2.0%1.4%1.5%7.1%7.3%7.6%6.7%6.2%5.0%BRAND SUITABILITY&FRAUD/SOPHISTICATED INVALID TRAFFIC VIOLATION TRENDSBrand SuitabilityFraud/
28、SIVTVERIFICATION 2.07DoubleVerify Global Insights Report 2022While fraud violation rates show a steady year-over-year decline since 2017,brand suitability violations peaked in 2020 before beginning to decline.This is due to increased sophistication of available tools and technology,couple
29、d with a more knowledgeable and engaged advertiser base.Adoption of DVs pre-bid fraud protection technology was already significant significant in 2017,which accounts for the relatively low post-bid fraud rates.It is important to note that while post-bid violation rates continue to decline,the DV Fr
30、aud Lab actually saw an increase in the volume and sophistication of attacks.But because of adoption of pre-bid avoidance technology,DV customers were protected and saw lower post-bid violations overall.Post-bid fraud violations further declined over time as the team and technology grew in sophistic
31、ation.DV also deepened its platform integrations on the supply side,helping further ensure that inventory coming into the ecosystem was clean even before it became an ad opportunity.Pre-bid brand safety and suitability technology was nascent in 2017.Significant enhancementsnotably deeper mobile and
32、video protection,as well as the release and broad adoption of Authentic Brand Suitability targetinghave begun to have a positive impact on post-bid violation rates,even during years where the volume of misinformation and disinformation has exploded.Fewer fraud violations in 2021 than at its peak72%F
33、ewer brand suitability violationsin 2021 than at its peak7%Deeper mobile and video protection,as well as the release and broad adoption of Authentic Brand Suitability targeting,have begun to have a positive impact on post-bid violation rates.VERIFICATION 2.08DoubleVerify Global Insights Report 20222
34、0020In 2017,over ten years after the Interactive Advertising Bureau(IAB),the Association of National Advertisers(ANA)and the American Association of Advertising Agencies(4As)first introduced the concept of viewability,just over 50%of ads were viewable.Today,over 70%of video ads and over 6
35、5%of display ads are viewable.Viewability solutions have helped advertisers optimize toward placements that have a high likelihood of being seen.High viewability rates are important,but viewability only lets an advertiser an ad has had the opportunity to be seen,it does not measure impact.Now that a
36、dvertisers with a verification strategy are hitting high viewable rates,they can begin looking at new measureslike attentionto gauge performance and drive outcomes.Note:Years in this graph reflect the Global Insights Report publisher year,not full calendar yearsLaunch of In-app viewability OM SDK ga
37、ins critical massOM SDK initiative launchesLaunch of of DVs CTV Fully On-screen capabilities200202021202259%59%62%67%70%73%67%66%63%58%55%52%VIEWABILITY TRENDSVideo ViewableDisplay Viewable123414243Higher video viewability in 2021 than in 201724%Higher display viewability in 2021 than in
38、201729%VERIFICATION 2.0DoubleVerify Global Insights Report 2022BRAND SUITABILITY9Brand Suitability Violations Decrease as Verification Strategies MatureThis year,the brand suitability violation rate continued to fall,and is now 9%lower than last year for an overall rate of 7.1%.DV advertisers see br
39、and suitability violation rates decrease as their verification strategies mature.Year-over-year brand suitability violations declined even further(13%)for accounts that have worked with DV for at least two years.The longer advertisers work with DV,the more they understand the tools at their disposal
40、,and are able to adjust their settings and media strategies to adapt and optimize.Momentum Grows for Brand Safety Floor,With Room for Further AdoptionIn 2019,the Global Alliance for Responsible Media(GARM)and the 4As released the brand safety floor and suitability framework.The brand safety floor id
41、entifies content that is considered unsafe and never appropriate for monetization.In DVs brand safety taxonomy,these topics are covered by five content categories.Adoption has been strong.Ninety-three percent of DV advertisers leverage at least one brand safety floor category for avoidance,blocking
42、and/or monitoring,and 61%use all floor categories.The take-away here is two-fold.First,less mature advertisers should take time to scrutinize their brand safety profile and become familiar with the brand safety floor and brand suitability framework.Secondly,brand safety and suitability should be int
43、egral to a brands overall media strategydriving efficiency and creating a foundation for performance.It is important to maintain internal policies,conduct training and pivot quickly when an evolving news cycle emerges.BRAND SUITABILITYVIOLATION RATE20217.1%20207.8%20197.5%92%Phishing92%Malware91%Spa
44、m81%CopyrightInfringement65%Extreme&GraphicPERCENT OF ADVERTISERS AVOIDING BRAND SAFETYFLOOR CATEGORIESDoubleVerify Global Insights Report 202210FRAUDThe number of fraud schemes uncovered by DV spiked by 70%year-over-year from 2020 to 2021,yet post-bid fraud violations declined by 7%during that same
45、 period.Much of this is due to pre-bid fraud detection and the speed at which DVs Fraud Lab targets and neutralizes emerging schemes.Fraudsters Target Video and CTVThis year,an unprecedented number of schemes targeted CTV and video the most complex and sophisticated of which included OctoBot,SneakyT
46、erra,ViperBot and SmokeScreen.These schemes attempted to steal more than$6-8M each month from advertisers.CTV fraud schemes are costing publishers,too.DV estimates show that CTV schemes may have siphoned$144 million from publishers in 2021 annually.Despite Record Fraud Schemes,Post-Bid Fraud Decline
47、sFRAUD/SIVT VIOLATION RATEVIDEODISPLAY20192.6%20201.6%20211.5%20192.3%20201.4%20211.1%The number of fraud schemes uncovered by DV spiked by 70%year-over-year from 2020 to 2021.11DoubleVerify Global Insights Report 2022Fraudsters Outmatched by DV Video FilteringEven across a backdrop of increasing sc
48、hemes,however,new tools are preventing post-bid fraud violations from impacting campaigns.In fact,video fraud violations are declininga trend connected to the release of DV Video Filtering.In 2021,over 100 DV clients used DV Video Filtering to protect their video campaigns from multiple types of vio
49、lations including fraud/SIVT,brand suitability and out-of-geo impressions across desktop,mobile web,mobile app and CTV.The solution works by evaluating and filtering out unsuitable ad requests before advertisers pay for them,while still allowing publishers to re-monetize the impression.DV Video Filt
50、ering results also point to the fact that verification strategies mature over time.In the first four months following its launch in 2020,early adopters of DV Video Filtering saw 62%fewer quality violations on their video campaigns across industries.Now,over one year later,clients are seeing even hig
51、her violation rate reductions,including a 75%lower fraud violation rate.DV Video Filtering Leads to a 75%Reduction in Fraud/SIVT Violations Seeing Through SmokeScreen With DV Video FilteringSmokeScreen,a fraud scheme identified by DV in 2021,targeted real CTV devices via screensavers installed by us
52、ers.Once a user installed the screensaver,SmokeScreen generated impressions en masse using falsified data.This allowed the fraudster to continuously run impressions in the background of devices even when the screen was off.DV Video Filtering played a critical role in helping protect DV clients becau
53、se it gives the Fraud Lab checkpoints very early in the life cycle of an impression.FRAUDDoubleVerify Global Insights Report 2022VIEWABILITY1270%Video Viewability Cemented As the Expectation Display Close BehindThis year,display viewability did not see any significant changes across devices.Video vi
54、ewability increased,with a notable 7%improvement across mobile web.Last year,the overall video viewable rate crossed the 70%IAB recommended threshold.This year,all devices across all regions crossed that video viewable threshold.Once a brand has established a baseline of quality,driving performance
55、is the next priority.Performance starts with targeting the right people,at the right time and then gaining insight into the actions and behaviors that ultimately yield outcomeswhether the goal is to drive awareness or conversions.Now that there is a path to maintaining quality,the next natural purvi
56、ew of measurement is performance.Given the increasing scrutiny on privacy-friendly solutions,anything that is measured must respect consumer privacy.That is where contextual targeting and attention metrics will play a strong role in media planning going forward.VIEWABLE RATESVIDEODISPLAY201961%20206
57、6%202166%201965%202070%202173%Last year the overall video viewable rate crossed the 70%IAB recommended threshold.DoubleVerify Global Insights Report 202213Beyond viewability,attention metrics can capture that elusive moment where consumers are intrigued by a product or brand,motivated to engage and,
58、ultimately,driven to convert.In a world where consumers see upwards of 10,000 ads per day,measuring attention can provide powerful insights into which ads are likely to perform.Introduced in 2020,DV Authentic Attention uses over 50 privacy-friendly data points to help advertisers understand the impa
59、ct their ads are having.This data can be used to inform and optimize their creative,campaign and placement decisions.Increasing Focuson AttentionTMExposureMeasurement of Ad PresentationEngagementMeasurement of User InteractionVideo PresentationAd Shareof ScreenViewableTimeUserPresenceAdInteractionEX
60、TENDING INTO CTV IN 2022DV Authentic Attention uses over 50 privacy-friendly data points to help advertisers understand the impact their ads are having.ATTENTION14DoubleVerify Global Insights Report 2022ATTENTIONKey Attention MetricsAs with quality metrics,we are seeing steady improvement in key att
61、ention metrics YoY for advertisers running impressions with DV.We have seen moderate,steady improvement in quartile-level completion rates for quartiles 1,2,and 3 over the last three years.However,Video Completion Rates(VCR)have more drastically improved from 62%in 2019,to 67%in 2020,to 71%in 2021.T
62、his increase is likely due to increased measurement on CTV,where VCR climbed 3%year-over-year and is now at 95.6%.Desktop and mobile app similarly saw improvements across VCRbut at 72%and 69%,respectively,they stilltrail CTV.VCRs also improved across programmatic and publisher direct inventory,with
63、publisher direct rates consistently above programmatic by about 5-10 percentage points across quartiles.Publisher direct completion rates are now stronger than ever,at 82%average completion.Led by Mobile App+15%Across All DevicesAudible and In-view On Completion(AVOC)Across All Devices+23%YoYCTV Ful
64、ly On-screenVideo Completion Rate(VCR)+4%YoY+3%YoY+7%YoYAverage Display Viewable TimeDV Authentic Attention in ActionIncrease Brand AwarenessFor a global CPG brand,high-exposure impressions drove 9pp lift in brand favorability and 8pp lift in brand conversion.Target Converting ConsumersFor a Europea
65、n telecommunications provider,high engagement impressions drove 2.5%higher qualified traffic and sales conversion rates.Make Smarter Buying DecisionsA US CPG brand validated that despite a 21%price premium,their PMP outperformed open exchange impressions by 143%.Improve Direct Response OutcomesFor a
66、 global technology brand,high engagement impressions were 32%more likely to convert to sign-ups or sales.15DoubleVerify Global Insights Report 2022Vertical Spotlight DVs Attention Index considers a range of metrics that gauge the impact of an Authentic AdTM.The Engagement Index measures how users in
67、teract with an ad and the Exposure Index measures the ads presentation.A year-over-year look at verticals along the DV Attention Index illustrates five industries that saw shifts in exposure and engagement from 2020 to 2021.EXPOSURE INDEXENGAGEMENT INDEX709000758085909510010511
68、0115TelecommunicationsMedia&SportsTravelAutomotiveTechnologyEXPOSURE&ENGAGEMENT INDEX BY ADVERTISER VERTICAL:YEAR-OVER-YEAR CHANGE DRIVERSATTENTIONVertical benchmarks for DV Authentic Attention are based on the six-month periods of July-December 2020 vs July-December 2021.16DoubleVerify Global Insig
69、hts Report 2022Advertisers with Significant Movement Media and sports saw marked growth on both the Exposure and Engagement indices bouncing back from being one of the lowest-indexing verticals last year.However,the average Authentic Rate,which measures how many impressions are brand safe,fraud-free
70、,viewable and in geo,actually decreased three percentage points,indicating there is still room for improvement for these advertisers.Travel saw a significant rebound over last years figures as pandemic restrictions eased and advertisingand consumer engagement returned.Technology and Automotive both
71、saw significant improvement in engagement in 2021,but eased back in terms of exposure.Last year,we saw both verticals improve across exposure and engagement;the lower exposure indicates increased competition from other industries whose businesses rebounded year-over-year.Similarly,Telecommunications
72、 advertisers,who benefited from pullbacks in other verticals investments to garner higher exposure in 2020,saw a drop in exposure while maintaining engagement performance.Attention Insights at the Content LevelAdvertisers should be aware of the difference in performance between“longtail”versus“high
73、volume”domains.High volume domains are domains that,as the name suggests,see a lot of traffic.Longtail domains are more niche websites with lower levels of regular traffic.High-volume domains,driving about 80%of DV-measured ad volume,have significantly higher overall Authentic Rates(+23%)than do lon
74、gtail domains.These high-traffic sites are great for reaching large audiences quickly,and the publishers that run these sites have optimized their inventory toward the IAB standard of viewability.Despite generally high quality and viewability,our analysis shows that high volume sites underperform on
75、 exposure and engagement metricson actually capturing attention.This presents an opportunity for high-volume publishers to begin optimizing based on attention metrics,to help drive engagement and improve impact beyond the IAB threshold.Because longtail domains typically contain more tailored content
76、 geared towards specific interests,performance-focused advertisers often leverage these environments to drive better outcomes,despite lower viewability.ATTENTIONLONGTAIL SITES DELIVER LOWER VIEWABLE RATES BUT HIGHER LEVELS OF ATTENTIONAUTHENTIC RATEHigh VolumeLongtailATTENTION INDEXHigh VolumeLongta
77、ilAuthentic Ads are those that are collectively fraud-free,viewable,brand-safe and in-geo 17DoubleVerify Global Insights Report 2022How the RegionsStacked Up Trends for each region have remained steady year-over-year,with a few notable exceptions.To understand these exceptions,its helpful to look at
78、 three variables that impact quality across regions.1.Sophistication Grows with MaturityMaturitymeaning the number of years a brand has worked with DV as a verification provider typically equates to greater sophistication and understanding of how to use our tools,resulting in lower violation rates a
79、nd greater campaign quality and efficiency.Nowhere is this more evident than in North America.Brands running campaigns in North America have an overall higher maturity level than those across APAC,LATAM and even EMEA,primarily because of earlier initial adoption of digital advertising and demand for
80、 verification.The impact of longer-term partnership is clear,with lower violation rates across both brand safety/suitability and fraud.The discrepancy between those brands and markets that are newer to verification vs.those that are more mature is especially pronounced when it comes to APAC,which sa
81、w substantial improvements in brand suitability and viewability over the past year,as the growing impact of their commitment to quality and media verification was realized.Brand suitability violations in the region declined by 31%year-over-year,and are now at 6.9%.APAC achieved this drop in violatio
82、ns after the top advertisers in the region cleaned up their keyword lists and began using Authentic Brand Suitability targeting.Large brands in the region also focused heavily on viewability and it paid off;APAC saw a 17%increase in video viewability.LATAM similarly saw a boost in viewability the hi
83、ghest growth of any region across display and video.Brands understand that viewability is a prerequisite to attention.Before tackling attention,viewability rates must be high,which we see happening in emerging markets.2.Devices Play a Role in Quality OutcomesIn EMEA and APAC,DV monitors relatively m
84、ore ads on mobile as a percentage of total ads in their regions,compared with other regions.But while APAC favors mobile app,EMEA favors mobile web.Viewability is generally lower on mobile web,and brand suitability violations are higher.This may be one reason why EMEA still sees high brand suitabili
85、ty violations and has thelowest display viewable rates of all the regions.MOBILE WEB VS.MOBILE APPBrand suitability violation rate120%HIGHERVideo viewable rate 8%LOWERDisplay viewable rate 12%LOWERREGIONAL BENCHMARKS18DoubleVerify Global Insights Report 20223.High Volume vs.Longtail InventoryMore th
86、an 80%of traffic in North America comes from high volume domains,about 70%oftraffic in LATAM and 60%of traffic in APAC.EMEA,however,gets nearly half its traffic fromlongtail domains.One likely reason for this trend is that the EMEA markets covered by DV speak more languages than do the markets DV co
87、vers in other regions.The majority of high volume sites globally are still in English,but longtail domains can help reach consumers on non-English content.Unfortunately,longtail websites(in aggregate)tend to drive more brand suitability violations,which likely contributes to the fact that EMEA lags
88、behind other regions in this area.SHARE OF MEASURED ADS DELIVERED TO LONGTAILVS.HIGH VOLUME DOMAINSLongtailHigh VolumeAPACEMEALATAMNorth America40%45%31%18%82%69%60%55%DesktopMobile AppMobile WebDisplay Viewable66.5%72.5%63.6%Video Viewable71.3%77.4%71.4%Brand Unsuitable7.0%4.4%9.7%2021 GLOBAL BENCH
89、MARKS BY DEVICEREGIONAL BENCHMARKS19DoubleVerify Global Insights Report 2022Regional ScorecardsAPAC SCORECARDViewabilityBrand SuitabilityFraudAPAC has the highest video viewability,but display viewability is still five percentage points below the IAB recommended threshold of 70%.Advertisers can lear
90、n from APAC.Cleaning up keyword lists and implementing Authentic Brand Suitability targeting drove brand suitability violations down by 31%,and now APAC is closely trailing North America.APAC has the lowest post-bid fraud rate.This does not mean that fraud is not present in APAC,just that pre-bid co
91、ntrols are likely eliminating fraud before it can be processed for post-bid blocking or monitoring.EMEA SCORECARDViewabilityBrand SuitabilityFraudEMEA saw very little change in viewability YoY.Although its display viewable rate is below 70%and could improve,this kind of leveling off suggests adverti
92、sers in the region are beginning to focus on KPIs beyond viewability.Brand suitability violation rates declined year-over-year,but EMEA is far behind North America and APAC.This may be because EMEA advertisers serve on more mobile web and longtail inventory than do advertisers in other regions.Fraud
93、 rate decreased 22%year-over-year,and although EMEA has a higher fraud rate than APAC and LATAM,it is below the global average.REGIONAL BENCHMARKS20DoubleVerify Global Insights Report 2022Regional ScorecardsLATAM SCORECARDViewabilityBrand SuitabilityFraudLATAM is the only region to exceed the IAB vi
94、ewability threshold for display,and it also boasts the second highest video viewable rate.This echoes APAC findingsmaturing regions will want to first focus on viewability as a prerequisite to attention to attention.LATAM has the highest brand suitability violation rate of any region,but it remained
95、 fairly consistent year-over-year.LATAM advertisers may want to consider following the top advertisers in APAC,who tightened their keyword lists and implemented Authentic Brand Suitability targeting.Fraud increased year-over-year,but LATAM has the second lowest post-bid fraud rate.With rates around
96、1%,even small fluctuations appear substantial.NORTH AMERICA SCORECARDViewabilityBrand SuitabilityFraudLike EMEA,viewable rates in North America seem to be leveling off.Although this indicates that advertisers are transitioning to consider KPIs beyond viewability,the display viewable rate in North Am
97、erica is still just below the 70%threshold recommended by the IAB.North America continues to lead the way with brand suitability;violations decreased by another 10%year-over-year.Fraud/SIVT decreased marginally year-over-year,but North America still has the highest fraud rate and is responsible for
98、driving up the global average.REGIONAL BENCHMARKS21DoubleVerify Global Insights Report 2022QUALITY METRICS by Region and Country(2021 Full Year rates and YoY percent change)AustraliaHong KongIndiaIndonesiaJapanMalaysiaNew ZealandPhilippinesSingaporeThailandVietnamTOTALDisplay Viewable69%U6%50%D4%66%
99、D0%69%U8%46%D8%71%U4%58%U3%75%U15%68%U9%66%D2%62%D3%Video Viewable72%D8%64%U65%80%U6%88%U22%80%U2%84%U2%80%U6%77%U28%73%U1%91%U25%82%U35%Fraud/SIVT1.4%U22%2.0%U40%0.5%D5%0.8%U29%0.2%D38%0.4%U14%0.7%U43%1.3%U210%2.0%U24%0.3%D41%0.2%D30%Brand Suitability8.2%D17%6.6%D59%6.5%D38%4.0%D5%7.3%D11%8.6%D46%9
100、.5%D26%3.4%D71%6.5%D41%7.1%U3%7.8%U63%AUTHENTIC RATE1Video 76%U16%Display 62%U5%APAC64.6%U4%82.8%U17%1.0%U26%6.9%D31%REGIONAL BENCHMARKS1Authentic Ads are those that are collectively fraud-free,viewable,brand-safe and in-geo22DoubleVerify Global Insights Report 2022QUALITY METRICS by Region and Coun
101、try(2021 Full Year rates and YoY percent change)FranceGermanyGreeceIrelandItalyNetherlandsPolandRussian FederationSouth AfricaSpainSwitzerlandTurkeyUnited Arab EmiratesUnited KingdomTOTALDisplay Viewable62%U9%59%U9%61%U1%76%U8%45%D15%59%U10%60%U25%71%U4%49%U1%55%D4%60%D4%62%U13%66%U4%72%U5%Video Vie
102、wable76%U0%68%U12%81%U12%62%D5%83%U0%69%D6%79%U1%87%D6%72%U8%77%D5%68%D10%84%U16%64%D4%69%U4%Fraud/SIVT0.8%D68%1.0%D28%0.2%D61%1.5%U4%0.5%D16%1.2%D24%0.8%U49%1.1%U44%0.8%U21%0.6%D22%1.1%D19%0.3%D31%3.4%D18%2.0%D11%Brand Suitability12.0%D12%9.0%D28%9.8%U3%9.2%U9%6.4%D41%7.4%D64%11.6%D35%4.4%D13%11.7%
103、U30%11.3%D2%12.4%D38%18.1%D24%13.5%D31%9.4%U5%AUTHENTIC RATE1Video 70%U2%Display 60%U2%EMEA64.4%U1%75.1%U0%1.4%D22%9.4%D9%1Authentic Ads are those that are collectively fraud-free,viewable,brand-safe and in-geoREGIONAL BENCHMARKS23DoubleVerify Global Insights Report 2022QUALITY METRICS by Region and
104、 Country(2021 Full Year rates and YoY percent change)ArgentinaBrazilColombiaMexicoDisplay Viewable79%U2%70%U5%65%U12%76%U6%Video Viewable76%D10%79%D0%65%D5%74%U12%Fraud/SIVT1.4%U55%1.3%U11%1.7%U52%1.5%U25%Brand Suitability12.2%U157%10.8%U6%14.9%D18%8.3%D13%AUTHENTIC RATE1Video 69%U8%Display 67%U7%LA
105、TAM1Authentic Ads are those that are collectively fraud-free,viewable,brand-safe and in-geoTOTAL71.9%U5%77.4%U3%1.3%U16%10.3%U2%REGIONAL BENCHMARKS24DoubleVerify Global Insights Report 2022QUALITY METRICS by Region and Country(2021 Full Year rates and YoY percent change)CanadaUnited StatesDisplay Vi
106、ewable64%U9%67%U0%Video Viewable75%U3%71%U4%Fraud/SIVT1.3%D6%1.5%D4%Brand Suitability7.2%D31%6.6%D9%AUTHENTIC RATE1Video 67%U3%Display 63%D0%North America1Authentic Ads are those that are collectively fraud-free,viewable,brand-safe and in-geoTOTAL66.7%U0%71.1%U4%1.5%D4%6.6%D10%REGIONAL BENCHMARKS25D
107、oubleVerify Global Insights Report 2022QUALITY METRICS by Region and Country(2021 Full Year rates and YoY percent change)AUTHENTIC RATE1Video 68%U4%Display 63%U0%Vertical BenchmarksAutomotiveConsumer Packaged GoodsEducationEntertainmentFinancial ServicesHealth&PharmaMedia&SportsRetail&RestaurantsTec
108、hnologyTelecommunicationsTravelTOTALDisplay Viewable65%U0%70%D2%54%D20%66%U10%61%U5%71%U2%63%D6%69%U4%67%U3%61%D1%67%U8%Video Viewable67%U4%76%U6%70%D10%76%D2%67%U9%68%D0%66%U19%77%U5%70%U5%75%U8%69%U6%Fraud/SIVT1.2%D19%1.2%D17%1.3%D1%2.4%U56%1.6%D18%1.0%D24%2.3%D5%1.3%D21%1.9%U5%1.2%D13%2.1%U13%Bra
109、nd Suitability6.1%U1%8.0%D6%5.3%D21%11.6%U4%5.9%D27%6.4%D26%8.0%D6%7.8%U6%7.9%D10%5.3%D26%10.9%D22%66%U1%73%U4%1.5%D7%7.1%D9%1Authentic Ads are those that are collectively fraud-free,viewable,brand-safe and in-geoEach vertical improved their quality metrics or stayed relatively close to last years q
110、uality benchmarks,with only two exceptions.Fraud for entertainment and travel&hospitality advertisers increased by 54%and 13%,respectively.This is not surprising given a post-pandemic resurgence of advertising spend across these verticals.VERTICAL BENCHMARKSDoubleVerify Global Insights Report 202226
111、Three Steps to Make DigitalAdvertising Stronger,Saferand More SecureThe good news is that verification is working.DVs first-ever Global Insights Report,in 2017,reported display viewable rates at 52%and video viewable rates at 59%.Fraud was 10 x higher across video.Now,despite fraudsters going out of
112、 their way to target video,post-bid video fraud is down 17%year-over-year.To continue making the Internet stronger,safer and more secure,and usher in the era of verification 2.0,three things need to happen:1.Verify EverywhereDV is always striving to bring verification to every form of addressable me
113、diaincluding social and other“walled garden”or nascent environments.While significant steps have been taken,more work needs to be done.In many ways,these closed environments must each be considered separately in terms of how we tackle verification.The way content is consumed on these platforms is di
114、fferent,brand safety and suitability concerns are not quite the same,and even the way measurement is executed is not consistent.All this needs to be taken into account,while still creating continuity for advertisers to be able to achieve an apples-to-apples view of quality across media buys.Verify e
115、verywhere also means pushing the boundaries into new frontiersincluding audio,in-game advertising,image recognition and even the metaverse.As advertisers venture into these newer media,they should expect verification and other third-party independent measurement to follow suit,and quickly.DV is at t
116、he forefront of developing technology and services that align to brands needs no matter where they choose to advertise.2.Establish Media Quality Media quality is table stakes.No longer is it acceptable to assume that a portion of media dollars will be wasted on fraud,or potentially exposed to brand
117、suitability concerns.Advertisers have demanded quality,and the publishers,SSPs,DSPs,social platforms and verification providers have stepped up to help create a more trusted environment.Driven by pre-bid intervention,quality benchmarks continue to improve.Media quality still requires vigilance,but i
118、ts moving in the right direction.This foundation of quality is a prerequisite to achieving performance,and to gaining additional insights into what actually drives outcomes for brands.3.Move Beyond QualityVerification providers are perfectly positioned to provide insights into what drives performanc
119、e in advertising.The tags we place on ads allow us to gather a great deal of privacy-friendly data that can inform our understanding of an ads propensity to achieve a variety of KPIs.Combining this with quality data helps advertisers get a full view of media effectiveness from a single locationdriving real business outcomes for brands.WHATS NEXTwww.DoubleV2022 DoubleVerify.All rights reserved.This document contains proprietary information of DoubleVerify and is protected by copyright and other state and federal laws.