IVT rates in the US remained below 1% for the third consecutive year. Together with the increased number of impressions analysed, the US has shown that there's been a broader adoption of TAG standards in the market.
In the qualitative research, agency executives have also recognised that an IVT rate of below 1% is the industry standard and confirmed that this benchmark has been included in agency contracts.As for topics such as MFAs (made-for-advertising sites) and AI, the consensus was more work and education needs to be done to better define the needs and benefits of both.
To download the full 2023 US Fraud Benchmark Report, click below.
To read the full press release, click below.