DV-全球洞察报告2021（英）-33页_4mb

2021 Global Insights Report Summary

Executive Summary

DoubleVerify's 2021 Global Insights Report analyzes media quality and performance trends across more than a trillion impressions in 80 markets and 2,100+ brands. It highlights improvements in fraud, viewability, and brand safety metrics, as well as the growing importance of programmatic pre-bid controls and the impact of privacy regulations on digital advertising.

Macro Trends

• Verification Surge: Verification tools are becoming more critical as programmatic buying dominates the market.
• CTV Growth: CTV is emerging as a leading driver of verified video ad impressions, especially in the U.S.
• Cookie Deprecation: Over 80% of Internet traffic is on browsers planning to deprecate cookies, prompting the industry to adopt new privacy-friendly solutions.
• IDFA Limitations: Apple's IDFA restrictions are affecting the ability to track users, prompting the use of alternative methods for targeting and measurement.

Brand Suitability

• Decline in Violation Rates: Brand suitability violation rates globally declined by 4% YoY, with a 12% decrease in the past year.
• Pre-Bid Solutions: Increased use of pre-bid brand safety tools has helped reduce violations.
• Nuanced Approach: Brands are adopting more nuanced strategies for brand safety and suitability, distinguishing between safety and suitability and aligning with frameworks like GARM and 4A's.
• Top Categories Avoided: Adult & Sexual, Violence, Hate Speech & Cyber Bullying, Terrorism, and Crime are the most avoided categories.
• Page Exceptions: 20% of DV clients and 60% of top 75 clients use page exceptions to allow ads on high-profile pages, supporting trusted publishers without compromising coverage.

Fraud/SIVT

• Global Decline: Fraud/SIVT violation rates globally dropped by 30% YoY, from 2.0% to 1.4%.
• Volume Stability: Despite the drop in rates, the overall volume of fraud/SIVT remains consistent.
• Device Trends: Fraud/SIVT rates decreased on desktop and mobile web, but increased on mobile app video by nearly 50% YoY.
• CTV Fraud: Bot fraud was the most common type of CTV fraud, but its share dropped from 78% to 44% YoY.
• DV Video Filtering: Advertisers using DV Video Filtering saw a 49% lower brand suitability violation rate, helping reduce waste and improve safety.

Regional Benchmarks

APAC

• Brand Suitability: Violation rate decreased by 25% YoY, making it the second lowest globally.
• Viewability: Video viewability increased by 12% YoY, driven by mobile app growth. Display viewability rose by 4%.

EMEA

• Brand Suitability: Highest violation rate globally, just below 10%, with a 1% YoY decrease.
• Viewability: Display viewability increased by 7% YoY, and video viewability decreased by 3%, still above the IAB threshold.

LATAM

• Brand Suitability: Violation rate decreased by 26% YoY, showing strong progress.
• Viewability: Display viewability reached 70%, making it the only region to meet the threshold. Video viewability increased by 12% YoY, with all device types now exceeding 75% viewability.

North America

• Brand Suitability: Lowest violation rate globally, with a 6% YoY decrease.
• Viewability: Display viewability increased by 5%, video viewability by 4%, and overall viewability is trending upwards.

Performance

• Viewable Rates: Video viewability reached 70% globally, meeting the IAB's recommended threshold.
• Display Viewability: Display viewability rates are generally higher than video, with LATAM hitting the 70% threshold.
• OM SDK Adoption: Mobile app video viewability improved due to the adoption of the OM SDK, with the share of OMID-enabled apps surpassing 100K.
• Authentic Attention™: DV Authentic Attention™ provides deeper insights into ad performance through metrics like time-in-view, audibility, and exposure, helping advertisers optimize campaigns for better outcomes.

Key Takeaways

• Verification Impact: The adoption of verification tools has significantly improved the supply chain and reduced post-bid violations.
• Privacy Challenges: Cookie deprecation and IDFA limitations are forcing the industry to develop new privacy-friendly solutions.
• CTV Growth: CTV is becoming a major channel, with rising demand for verification tools to ensure quality.
• Convergence of Programmatic and Direct: Programmatic and direct buys are becoming more similar in terms of quality, thanks to pre-bid controls and better tools.
• Regional Improvements: Emerging markets like LATAM and APAC are showing strong improvements in brand suitability and viewability rates.