The Trustworthy Accountability Group’s third annual European Fraud Benchmark Study found that invalid ad traffic measured from advertisers and agencies that implemented TAG anti-fraud guidelines rose from 2019 and 2020 rates of 0.53% in both years, to an aggregated 2021 rate of 0.69% across desktop and mobile display and video advertising.
TAG tasked The 614 Group to collect and aggregate ad impressions with three leading agency holding companies – GroupM, Omnicom Media Group, and Publicis Groupe – along with their accredited measurement vendors – for campaigns executed from January 2020 to December 2020. The data represented advertising campaigns executed in five European countries: UK, Germany, France, Italy and The Netherlands. The analysis evaluated 100% of ad impression data, not a statistical sample.
Video (connected TV and OTT) ad fraud peaked in Q2 of 2020 at 1.58%, and fell to 0.62% in Q4.
Read TAG’s press release about the 2021 European fraud study
Read the TAG 2021 European Fraud Benchmark Study itself
Why it matters
TAG claims that advertisers implementing TAG’s recommended anti-fraud practices can cut fraud by about 90%.