The latest edition of the Digital Ad Trust Report covers the first quarter of 2021. Visibility scores have increased across the board from 60.1 percent to 62.8 percent. At the same time, fewer ads were seen in potentially critical environments than in the fourth quarter of 2020. The average ad fraud value (SIVT) decreased to 0.55 percent.
New: Designed infographics
As the publisher of the report, the Digital Ad Trust association now also presents the figures in the form of clearly structured infographics. In addition to the change in presentation, two other relevant adjustments have been made to the Digital Ad Trust Report Q1/2021.
Four new advertising formats
The report now shows - analogous to the corresponding certification - the visibility values of four advertising formats in detail: Wideboard, Half Page Ad, Medium Rectangle Desktop and Mobile. This significantly increases transparency at the advertising format level. The half-page ad on desktop has the highest visibility.
Ad Fraud (SIVT) with low rate
The ad fraud rate is now reported by the publishers' certified measurement systems. This increases the accuracy of the collected value. At an average of 0.65%, the ad fraud rate on desktop is slightly higher than on mobile (0.46%).
Both changes will be made with the publication of the Digital Trust Report Q1/2021 and will also be reported on a quarterly basis in the future (and thus with comparative values from the previous quarter).
Positive trend in brand safety
The researchers at Zulu5 report encouraging news on brand safety. In the first quarter of 2021, the number of ads displayed in potentially critical environments decreased significantly from 55 percent to 47 percent.
As Digital Ad Trust Switzerland writes in a statement, the association is also pleased about the lively interest in the certifications launched in March. Well-known publishers are already in the certification process or have already completed it. Participation in the first wave is still possible; the registration conditions and additional information are available at Digitaladtrust.ch.