There is a sharp rise in CTV fraud along with increasing rates of brand suitability incidents on mobile app inventory that may impact the way advertisers think about cross-channel marketing, targeting, and privacy according to a new report from digital management business Double Verify.
The report is called 2020 Global Insights Report.
According to the company, brand suitability ensures a brand’s ads do not appear in the context of -or adjacent to – unsuitable content. They say there is no one-size-fits-all approach to brand suitability and that brand safe environments can be unique to each brand.
DV’s Brand Suitability Rate records instances of ads being served on sites or apps, or adjacent to content that does not meet a brand’s suitability parameters, including both blocked impressions, and those found to be outside a brand’s suitability parameters.
APAC saw a sharp increase in overall brand suitability, due to the region’s initial focus on reducing ad fraud across websites, apps and connected TV (CTV).
The company says brand suitability programs are more mature in North America and Europe, however, advertisers in the APAC region are now starting to assess the brand suitability of running media campaigns on certain websites.
The APAC region reported a higher overall Brand Suitability Rate than most other regions – up 66 per cent in the year to 11.4 per cent, compared to growth rates of 24 per cent in EMEA and 11 per cent in North America.
“Brands in APAC would like to reduce ad fraud, increase viewability, and secure guidance on how to ensure their media investments are brand-safe,” said Jordan Khoo, Managing Director, APAC at DoubleVerify.
“This report shows that while brands in APAC are just setting out on the path of establishing the right parameters for brand suitability and targeting, they are aware they can secure better control over their digital advertising. The focus for the next year will be to ensure that ad impressions are properly authenticated and that media quality and brand suitability is top of mind for advertisers.”