Digital Ad Trust: Significantly better viewability scores in Q1 2023
For the first quarter of 2023, Digital Ad Trust Switzerland recorded significantly better visibility figures. These have improved by 11 percentage points to 73.7 percent. Ad fraud has fallen sharply again to a new value of 0.37 percent. The brand safety values are at 0.04%.
In the first quarter of 2023, overall viewability across all formats was 73.7%. The Medium Rectangle in particular improved by 18.9 percentage points to 76.1%, but the Wideboard also improved by 16.3 percentage points to 73.6%. The half-page ad is above the 90 percent mark for the first time at 92.5%.
However, the Digital Ad Trust Report notes that this increase is primarily due to one publisher that used a new, recognized measurement tool.
Ad Fraud drops sharply by one-third to 0.37%
The Sophisticated Invalid Traffic (SIVT) ad fraud rate dropped significantly again in the first quarter and now stands at a new value of 0.37% across all channels.
Fire safety values drop to low level
The Brand Safety values collected by IAS are found at a very low level of 0.04%.
