DV-2020年全球媒体质量报告（英文）-2020.8-24页_1mb

Global Insights Report 2020 Summary

Core Content Overview

The DoubleVerify 2020 Global Insights Report provides a comprehensive analysis of media quality and performance trends across 80 countries, focusing on brand suitability, fraud, viewability, and authentic impressions. The report measures data from May 2019 to April 2020 across desktop, mobile web, mobile app, and CTV environments, highlighting global and regional performance metrics and the evolving landscape of digital advertising.

Key Trends and Findings

1. Brand Suitability

• Global Brand Suitability Rate increased by 14% YoY to 7.6%.
• Mobile app brand suitability incident rate rose by 32% YoY, but overall block rate declined by 3%.
• APAC and LATAM showed faster growth in brand suitability rates compared to EMEA and North America.
• North America and EMEA have more mature brand suitability strategies, including pre- and post-bid approaches and adoption of DV’s Authentic Brand Safety solution.
• APAC saw the highest increase in brand suitability rate at 66% YoY, while LATAM had a 109% YoY increase, the only region where the rate doubled.

2. Fraud

• Global post-bid fraud rate decreased by 35% YoY to 2.0%, driven by programmatic pre-bid fraud protection.
• CTV fraud increased by 161% YoY in Q1 2020, with bot fraud accounting for 78% of all CTV fraud violations.
• DV-certified programmatic marketplaces had the lowest fraud rates, with non-certified CTV seeing over 11x higher fraud rates than certified ones.
• Fraud rate decline was most significant in India (81% decrease) and APAC (49% decrease), while EMEA and France saw increases.

3. Viewability

• Global viewability increased by 9% YoY, reaching 63% for display and 67% for video.
• Mobile app saw the most significant improvements, with display viewability up 48% and video viewability up 14%.
• CTV lacks agreed-upon viewability standards, but VCR (Video Completion Rate) and fully on-screen metrics are used as proxies.
• North America’s video measurable rate lagged behind APAC, EMEA, and LATAM by 16%.

Regional Highlights

DV Authentic Performance™

• A real-time data solution that helps brands optimize campaigns based on exposure and engagement indexes.
• News content had the highest Engagement Index, while Technology & Computing had the highest Exposure Index.
• Health & Pharmaceuticals had the highest Exposure Index, exceeding benchmarks by 13%.
• Education had the highest Engagement Index, indicating strong user interaction with ads.

Contextual Targeting

• A shift from cookie-based audience targeting to contextual targeting due to data privacy regulations (e.g., GDPR, CCPA) and the phasing out of third-party cookies.
• DV’s Custom Contextual Targeting allows brands to avoid sensitive content and reach audiences based on contextual meaning using over 200,000 language-independent concepts.
• Advertisers can build custom segments using IAB categories, seasonal data, and URL keywords.

CTV Insights

• CTV fraud surged, with 161% increase in Q1 2020 compared to Q1 2019.
• DV Fraud Lab identifies and mitigates CTV fraud using human-tuned algorithms and sandbox environments.
• Transparency reporting was introduced in January 2020, and inclusion/exclusion lists will be available in September 2020.
• Authentic Impressions are defined as fraud-free, viewable, brand-safe, and in-geo.

Conclusion

The 2020 Global Insights Report highlights a global shift toward contextual targeting, improvements in viewability, and a decline in fraud in most regions. However, CTV fraud remains a challenge, and North America lags in measurable video rates compared to other regions. Brands are increasingly adopting advanced brand suitability and transparency tools to balance reach and safety, with APAC and LATAM showing the most significant growth in media quality metrics.