APAC traffic fraud lowest in the world, Australia records 15% yearly decline

News 15 Jul 2021 - 2 min read

APAC traffic fraud lowest in the world, Australia records 15% yearly decline

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Tags: DoubleVerify invalid traffic ad fraud

In their annual Global Insights Report, Europe and the Middle East came out as the worst performer, with 1.6 per cent fraud rates. Asia Pacific measured just 0.8 per cent, and Australia specifically had 1.1 per cent.

What you need to know:

DoubleVerify’s Global Insights Report measured one trillion impressions in 80 markets to give a figure for average fraud rates.
Australia measured 1.1 per cent, a drop of 15 per cent on last year.
Most verified video impressions came from mobile in APAC.

Rates of invalid traffic and fraud on the internet are lowest in the Asia Pacific region and fell by 15 per cent in Australia compared to last year, a new report by digital measurement firm DoubleVerify has found.

In the company’s new 2021 Global Insights Report, an annual study analysing impressions, Australia was found to suffer 1.1 per cent fraud on campaigns.

DoubleVerify found fraud rates globally to be:

Europe and the Middle East: 1.6 per cent
North America: 1.5 per cent
Latin America: 1.1 per cent
Asia Pacific: 0.8 per cent

The study analysed one trillion impressions in 80 markets for more than 2,100 brands. It measured video and display impressions year-on-year from May 2020 to April 2021 across desktop and mobile web, mobile app and Connected TV.

In Asia Pacific, 88 per cent of DoubleVerify’s verified video impressions came from mobile devices – double the global average of 45 per cent. The company says it still detects 500,000 new fraudulent devices every day, particularly on mobile app video.

“Now more than ever, global advertisers demand greater clarity and confidence in their digital investments,” Mark Zagorski, CEO of DoubleVerify, said.

“Brands 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 – benchmarking the industry at large while offering in-depth data and analytics to help brands optimize digital strategies.”

Imran Masood, Country Manager ANZ for DoubleVerify, said Australian brands are increasingly concerned about ads being placed in unsuitable environments.