---
title: 2023 European Fraud Benchmark Study
description: Fraud; TAG; Trustworthy; Accountability; Group; Europe,
image: https://www.tagtoday.net/hubfs/Current%20Files/TAG%20Logo_Primary.jpg
---

[![TAG Logo_Primary](https://www.tagtoday.net/hubfs/Site%20Assets/TAG%20Brand%20Images/TAG%20Logo_Primary.svg "TAG Logo_Primary")](https://www.tagtoday.net/?hsLang=en-us)

# Data & Insights

# Half a Decade of Below 1% IVT Rate in European Markets Thanks to Tougher Anti-Fraud Standards

- # [Summary](https://www.tagtoday.net/insights/europeanfraud2023#Summary)
- # [Full Report](https://www.tagtoday.net/insights/europeanfraud2023#Report)
- # [Press Release](https://www.tagtoday.net/insights/europeanfraud2023#PressRelease)

![EuropeanFraud (1)-min (1)](https://www.tagtoday.net/hs-fs/hubfs/EuropeanFraud%20(1)-min%20(1).png?width=1000&height=667&name=EuropeanFraud%20(1)-min%20(1).png)

Summary

In 2023, Europe celebrated five consecutive years of below 1% invalid traffic IVT rate in TAG Certified Channels (TCC). For half a decade, Europe's IVT rate stayed within the narrow margin of 0.53% and 0.69%. 

In addition to the quantitative results, the study also conducted in-depth qualitative interviews with senior executives from the participating agencies and other ad tech companies. From those interviews, several themes emerged:

1. **Advertisers in Europe are cost-conscious but willing to pay for high-quality, low-IVT impressions.** Amid uncertain global economic prospects and ongoing risk of recession, agencies and their clients are increasingly cost-conscious, but they continue to value and are willing to pay a premium for high-quality, low-IVT inventory.
2. **European advertisers are increasingly interested in global certifications that provide validation of low IVT rates. **While recognition of global certifications is lower in some European markets, regional advertisers are showing increasing interest in certifications that help them identify and purchase low IVT inventory. 
3. **Advertisers’ priorities are extending beyond low IVT to encompass safe, transparent, and responsible inventory. **Holding IVT rates down is still one of the top priorities for agencies, but they also want to address related supply chain challenges like Made-For-Advertising (MFA) sites, diversity issues and privacy concerns.
   
    

![five year comparison](https://www.tagtoday.net/hs-fs/hubfs/five%20year%20comparison.png?width=3672&height=2001&name=five%20year%20comparison.png)

Full Report

To download the full 2023 European Fraud Benchmark Report, click below. 

[![Download](https://no-cache.hubspot.com/cta/default/2848641/0ebec50a-1dbe-4944-8fec-d030b77360c5.png)](https://cta-redirect.hubspot.com/cta/redirect/2848641/0ebec50a-1dbe-4944-8fec-d030b77360c5)

 

Press Release

To read the full press release, click below.

[![Press Release](https://no-cache.hubspot.com/cta/default/2848641/8975e3bd-4a95-47d6-aec8-57f872fb636f.png)](https://cta-redirect.hubspot.com/cta/redirect/2848641/8975e3bd-4a95-47d6-aec8-57f872fb636f)

 

 

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