Connected TV Fraud Grows, So Does Viewability

Although connected TV and mobile apps fraud is sharply higher over the past 12 months, overall fraud and brand safety incidents remain generally low, according to a DoubleVerify report.

The report says overall fraud -- looking at display, video and mobile -- registered a 3.4% rate in North America, for the May 2018 to April 2019 period.

Global incidents were essentially flat year-over-year -- 3.1% in 2019 versus 3.5% in 2018.

But the report also says connected TV and mobile app fraud is up 120% over the last 12 months versus the year before. For CTV, 86% comes from “bot fraud,” with 54% mobile app incidences coming from app/sites fraud.

“We anticipate this figure will continue to rise, especially in CTV, as fraudsters target this premium, high-growth environment,” said the authors of the report.

Research also shows viewability -- both of video (across all devices) and mobile apps -- continues to improve. For all video, it is now up to 62% in 2019 from 59% year ago. Looking at mobile apps -- video and display -- viewability is now at 73% and 70% respectively.



That said, these results still defy expectations. “This positive trend is encouraging, but still falls short of both IAB standards and advertisers’ growing demand for 100% viewability.”

Global brand-safety issues posted a 6.5% number in 2019 -- a slight rise from 6.2% the year before. But mobile app incidents were grew sharply -- up 194% this year over last.

The report surveyed 75 countries and more than 1,000 brands between May 2018 and April 2019, compared with the May 2017 to April 2018 period.

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