DoubleVerify (DV), an independent provider of marketing measurement software and analytics, has released its 2019 Global Insights Report, providing a market-by-market benchmark on the current and future state of media quality on the Internet.
The new 2019 data indicate that mobile app brand safety violations have grown 194 per cent in the last year – as users’ content consumption patterns and corresponding ad budgets increasingly shift to mobile.
In addition, the number of Connected TV and mobile apps identified as fraudulent has risen sharply – up 120 per cent, as fraudsters increasingly target these premium, high-growth environments.
“Brand safety, fraud and viewability continue to be top-of-mind for advertisers, and with good reason,” said Wayne Gattinella, CEO of DV. “Headlines buzz with stories about brands appearing beside fake or objectionable content, and emerging fraud schemes. The stakes are high as advertisers rightfully demand clarity and confidence into the quality and performance of their digital investment.”