EUROPEAN STUDY SHOWS DRAMATIC AD FRAUD REDUCTION WHEN MULTIPLE SUPPLY CHAIN PARTICIPANTS ADOPT RIGOROUS STANDARDS

Despite a dramatic increase in mobile fraud and other attacks by criminals during the pandemic, the study found a continued very low invalid traffic (IVT) rate of just 0.69% across TAG Certified Channels in Europe, a non-material change from the 0.53% IVT rate measured in 2019 and 2020. TAG Certified Channels are channels in which multiple entities involved in each ad transaction – such as the media agency, buy-side platform, sell-side platform, and publisher – have achieved the TAG Certified Against Fraud Seal.

“Throughout history, criminals have tried to profit from times of crisis, and the supply chain dislocation prompted by the global pandemic has unleashed a surge of ad fraud attacks on digital advertising,” said Jules Kendrick, MD, UK & Europe for TAG. “Despite that increase in attacks, this study showed that ad fraud rates remained very low in the European channels where companies have required their partners to set the same high standards they had adopted against fraud. In short, a wall is only as strong as its weakest brick, and companies should make sure all of their partners’ standards are rock-solid.”

 

Year 2019 2020
Countries UK, France, Germany, Italy, The Netherlands

UK, France, Germany, Italy, The Netherlands

Inventory type

Display:

  • Desktop
  • Mobile In-App 
  • Mobile Web

Video:

  • Desktop
  • Mobile In-app 
  • Mobile Web

Display

  • Desktop
  • Mobile In-App
  • Mobile Web

Video:

  • Desktop
  • Mobile In-App
  • Mobile Web
  • Desktop CTV/OTT
Types of Fraud Examined
  • General Invalid Traffic (GIVT)
  • Sophisticated Invalid Traffic (SIVT)
  • General Invalid Traffic (GIVT)
  • Sophisticated Invalid Traffic (SIVT)
SIVT and GIVT Rate (TAG Channels Only) 0.53% 0.69%
Impressions measured 42 billion 117 billion
Agency Holding Companies Involved in Study
  • Omnicom Media Group
  • Publicis Groupe
  • GroupM
  • Omnicom Media Group
  • Publicis Groupe
 
Full report

To download the full European Fraud Benchmark report, click here

 

Press release

To read the full Press Release, click here

 

Videos

In case you missed our deep-dive session about the report at the European Brand Safety Summit, here are the highlights!

 

How do benchmarks help agencies and brands fight fraud?

 

HubSpot Video

 

Has the expectation of ad fraud rate in European markets changed since COVID-19 hit? 

 

HubSpot Video

 

How did agencies like Group M and Publicis manage ad fraud during the pandemic with the huge shift consumer behaviours? 

 

HubSpot Video

 

If you triple filter your supply chain, you can drastically reduce the IVT rate. So what are the next steps?

 

 

HubSpot Video