The data tells the story of success in combating IVT as well continuous improvement, including a 47% improvement in TAG Certified Channels over 2019, as well as 88% improvement over similar industry benchmarks. We highlighted the rate of SIVT in desktop video reported by DoubleVerify (5.63%) to demonstrate the inherent risk in not-being TAG certified. The rate of IVT in desktop video that flowed through TAG Channels was just 0.30%.
TAG Certified Channels delivered an extremely low rate (0.35%) of IVT fraud across desktop, mobile and video inventory, an impressive benchmark that demonstrates the industry can take steps to materially lower the rate of IVT in campaigns.
Interestingly, German publishers believe they don’t have an IVT issue on their sites still, which is a reason why they are unwilling to allow pre-bid blocking and filtering. However, as the DoubleVerify research and benchmark shows, entities, including publishers, that don’t follow TAG’s guidelines but still use filtration have an IVT rate of 2.09%, and in some cases, as in desktop video, the IVT rate is much higher. Meanwhile, advertisers insist that no amount of IVT is acceptable. For this reason we believe that German publishers and the market in general still need more education on the realities of IVT rates and the benefits of accepting existing best practices, which includes adoption of TAG as well as filtering for IVT with certified vendors. Once all entities within the ecosystem adopt these best practices, the IVT rate will be more in line with advertiser expectations.