A new report from DoubleVerify into the quality and performance of media has shown plenty of opportunity for retail media and lower fraud rates - but equally, there are challenges with viewability.

The digital media measurement, data, and analytics software platform's eighth annual Global Insights Report analysed media quality and performance trends across more than one trillion impressions from over 2,000 brands in 100 markets. The research zeroes in on the opportunities and challenges for retail media networks (RMNs), which are gaining traction due to their rich consumer data and ability to reach audiences at the point of purchase.

DoubleVerify's findings indicated RMNs outperform in terms of media quality, with fraud rates nearly one-third (31%) lower than the DV overall fraud benchmark and brand suitability violations lower by 10% than the DV overall brand suitability benchmark. However, visibility across RMNs is 8% lower than the DV visibility benchmark, with RMN Owned & Operated (O&O) inventory having an average Viewable Rate of just 36%, while RMN audience extension inventory scored considerably higher, at 73%.

Despite the low visibility score of O&O RMN inventory, DV found it effectively targets shoppers when they are most likely to engage, resulting in engagement rates 183% higher than DV's attention baseline.

"As retail media investments surge, these are encouraging numbers. In addition to being rich in first-party data, RMNs see lower fraud and brand suitability violations than do other environments. Ultimately, better media quality equates to better ad performance," said Mark Zagorski, CEO of DoubleVerify.

Zagorski also emphasised the importance of understanding the distinct roles of audience extension and O&O inventory in RMNs.

"While audience extension ads boast higher viewability and exposure, it’s important not to overlook the high user engagement profile of O&O inventory."

The report employs DV technology to analyse over one trillion impressions, both pre and post-bid, and offers a detailed market-by-market analysis for North America, LATAM, EMEA, and APAC. The study also includes a global survey conducted by Sapiyo, polling 1,000 advertisers across North America, LATAM, EMEA, and APAC.