2022 TAG Fraud Snapshot: Asia Pacific 


APACFraud2022

Conducted by The 614 Group, the third-annual TAG Asia Pacific Fraud Snapshot found a 0.37% percent rate for invalid traffic in TAG Certified channels where multiple entities involved in the transaction – such as the media agency, buy-side platform, sell-side platform, and/or publisher – have achieved the TAG Certified Against Fraud Seal. In Non-Certified Channels, the rate was more than 2.5 times higher. 

“Ad fraud criminals search for weaknesses in the supply chain to exploit, so our industry’s continued success in fighting fraud depends on broad participation by companies around the world at every step in those ad transactions,” said Nick Stringer, TAG’s VP Global Engagement and Operations. “This study shows once again that – because having multiple TAG Certified participants in a transaction safeguards ad spend from fraud so effectively – every company that earns the TAG Certified Against Fraud Seal effectively reduces fraud for both their customers and their supply chain partners, thus ensuring broader protection across the industry.”

The 614 Group study measured invalid traffic (IVT) rates in TAG Certified Channels by analyzing 158 billion ad impressions from January to December 2021 from three of the largest advertising agency holding companies across Australia, India, Indonesia, Japan, New Zealand, Singapore, Thailand, and Vietnam. The number of impressions measured increased nearly 59% from the 99.7 billion measured in 2021.

Year 2019 2020 2021
Countries Australia, India, Indonesia, Japan, New Zealand, and Singapore

India, Japan, New Zealand, Australia, Singapore, Indonesia, Cambodia, Myanmar, Thailand and Vietnam

Australia, India, Indonesia, Japan, New Zealand, Singapore, Thailand, and Vietnam

Inventory type

 

  • Desktop (combined)
  • Mobile in-app (combined)
  • Mobile web (combined)

Display

  • Desktop
  • Mobile in-app
  • Mobile Web

Video:

  • Desktop
  • Mobile in-app
  • Mobile web

OTT/CTV

Display

  • Desktop
  • Mobile in-app
  • Mobile Web

Video:

  • Desktop
  • Mobile in-app
  • Mobile web
Types of Fraud Examined
  • General Invalid Traffic (GIVT)
  • Sophisticated Invalid Traffic (SIVT)
  • General Invalid Traffic (GIVT)
  • Sophisticated Invalid Traffic (SIVT)
  • General Invalid Traffic (GIVT)
  • Sophisticated Invalid Traffic (SIVT)
SIVT and GIVT Rate (TAG Channels Only) 0.82% 0.41% 0.37%
Impressions measured 3.2 billion 99.7 billion 158 billion
Agency Holding Companies Involved in Study
  • Omnicom Media Group
  • Publicis Groupe
  • GroupM
  • Omnicom Media Group
  • Publicis Groupe
  • WPP 
  • Omnicom Media Group
  • Publicis Groupe

Download the full "TAG Fraud Snapshot: Asia Pacific" report

Read the Press Release