Digital Ad Trust: Improved Visibility Scores in the Second Quarter
For the second quarter of 2021, the Digital Ad Trust Report shows improved visibility values and low ad fraud and brand safety values. From this edition onwards, the Teads advertising network will also be providing its figures, which should further increase the accuracy of the values reported.
Increase visibility rate on desktop and mobile
Through targeted optimization, especially of the desktop format Rectangle at several large publishers, visibility here alone increased from 53.6% to 62.5%. Overall across all formats, visibility increased by two percentage points from 62.8% to 64.8%.
Ad fraud rate (SIVT) remains encouragingly low
According to Digital Ad Trust, the ad fraud rate did not change significantly in the second quarter and remained at a low level in the second measurement in 2021. The gap between mobile and desktop widened somewhat at the expense of the latter. The measurement systems now show 0.21% for mobile and 0.82% for desktop.
Low values for fire safety
The brand safety values newly surveyed by IAS remained unchanged at a very low level in the 2nd quarter.
