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Are mobile web display environments safer than desktop display?

Are mobile web display environments safer than desktop display?

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Mobile web display environments might just be safer than desktop display in Asia Pacific, said a recent report by IAS. Even though there was an uptick in optimised ad fraud rates in a few markets across APAC, the report highlighted that most of them remained lower than 1%. Singapore saw optimised fraud rates of 0.9%, Vietnam 0.5% and Indonesia 0.4%.

India and New Zealand reported 0.2% mobile display ad fraud rates, which did not change YoY. On mobile web display ad fraud rates, Australia saw a marginal decline of 0.2 percentage points YoY to reach 0.4%. Japan saw a decline of 0.6 percentage points YoY to reach 1.7%.

Programmatic buys across mobile display impressions in Indonesia, Japan, Singapore and Vietnam had higher ad fraud rates than direct publisher buys.

This comes as direct publishers are starting to utilise strategies and technology to reduce ad fraud. While ad fraud will never be at 0%, but they are taking active steps, explained an IAS spokesperson.

“With programmatic, there are many more long-tail sites that have not put a fraud mitigation strategy into place, therefore, brands and agencies must leverage a verification solution to reduce risk on their buys, whether for a brand or performance campaign. Ad fraudsters follow cookies, and it's lucrative, hence the hike. As we move into the festive buying and holiday buying season, it's important for marketers to apply contextual segments on their performance buys to protect their campaigns,” she added.

Globally, mobile campaigns running without anti-fraud protection encountered up to 16 times the amount of ad fraud as optimised-against-fraud rates. 

Ad fraud follows ad dollars and higher CPMs. With the upcoming holiday buying season, advertisers must monitor and block fraudulent impressions and apply pre-bid solutions to offer additional protection against ad fraud when programmatically transacting ads. 

Meanwhile, invalid traffic (IVT) activity increased almost universally. APAC was no exception with most markets in the region seeing an increase in ad fraud across desktop display. Singapore had the highest annual increase of 1.9% points year-on-year (YoY) and overall ad fraud rate at 4.9% in H1 2022.

Japan and Vietnam followed with respective ad fraud rates of 3.3% (an increase of 0.7 percentage points YoY) and 3.1% (an increase of 1.6 percentage points YoY). Desktop display ad fraud rates also increased YoY in Australia (1.6%) and New Zealand (0.7%), but dropped slightly in India (0.8%).

Markets in APAC led the charge in brand risk reduction

Brand risk rates remained on a downward trajectory as the adoption of context-based strategies continues to evolve.

Indonesia saw one of the steepest brand risk reductions, down 3.7% on desktop display and 3.3% on mobile web display.

Despite a slight annual increase, Vietnam had one of the lowest brand risk levels globally on mobile web display (0.8%). Brand risk levels on mobile web display across APAC markets remained lower than the worldwide average of 2.3%. 

Across the world, the brand risk for display ad buys was often driven by the violence category. This trend was seen across Australia, Indonesia and Singapore.

In Vietnam, illegal downloads represented the largest portion of brand risk, while for India, the primary threat was offensive language. This highlights the importance of advertisers frequently revisiting brand suitability and safety strategies and having an always-on approach for their campaigns. 

Desktop display viewability see uptick

Barring Japan, all APAC markets saw an uptick in viewability in display environments, with Australia registering the highest viewability level at 74.6% an increase of 2.9 percentage points YoY. Japan reported the lowest desktop display viewability at 48.4% compared to the global average of 71.5%. The other APAC markets reported more than 60% viewability rates.

Australia, Indonesia, Singapore and Vietnam surpassed 65% viewability in mobile app display. 

Laura Quigley, SVP APAC at IAS said, “It’s encouraging to see improved digital media quality performance from emerging markets in the APAC region. Publishers are reviewing their inventory, re-designing their sites to deliver greater attention and viewability for clients, and implementing critical strategies to avoid risk and reduce fraud.”

“Fraud is on the rise, and regional advertisers need to make sure we do not just monitor but also block fraud. The non-mitigated fraud rates could be 10 times higher than fraud rates where mitigation tactics are used. Advertisers must have robust pre-bid and post-bid strategies and deploy verification solutions to ensure that direct and programmatically traded impressions are protected and optimised to provide maximum impact and ROI.”

 

Related articles: 

Spotify and IAS tie-up for third-party podcast brand safety tools
Vista Equity Partners acquires Integral Ad Science
Integral Ad Science and Facebook expand partnership to improve transparency
Snap partners with Integral Ad Science to review brand safety
Study: Ad fraud highest in SG amongst brand safe markets

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