Asia: Digital ad fraud is down, ad industry stakeholders champion TAG standard

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The Trustworthy Accountability Group (TAG) announced that twenty-two of its Asia-based members have called for industry-wide adoption of rigorous industry standards that work to reduce advertising-related criminal activity and strengthen brand safety in the region.  This ‘Call To Action’ follows a roundtable discussion held by TAG member organizations in Singapore in March 2023, and the publication of TAG’s latest Asia Pacific research report, released in conjunction with The 614 Group’s Brand Safety Summit held there.

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TAG publishes an ad fraud standard comprised of specifications and best practices, which are intended to minimize Invalid Traffic (IVT).  The TAG Asia-Pacific Fraud Snapshot compares IVT rates across markets and digital channels, including those where multiple companies in the digital advertising supply chain are certified to TAG’s standards.

Good results in 2022 despite higher traffic

According to TAG’s 2022 Asia-Pacific Fraud Snapshot Report published in March, IVT in the Asia-Pacific region was 0.56% – achieving the below 1% milestone for the fourth consecutive year. China had an overall IVT rate of 5.93%, which is approximately 50% lower than the estimated global average of 11.88%.

Ad impressions in the region were up more than 16% over 2021, at more than 183 billion impressions. For the first time, a significant number of Connected TV (CTV) impressions were reported for inclusion in this year’s Asia-Pacific Snapshot.  Of the over 2.8 billion CTV impressions analyzed, 2.2 billion were TAG certified.

The overall IVT in TAG Certified Channels (TCCs) across the eight Asia-Pacific markets included in our Asia-Pacific Snapshot was 0.56% for 2022. This compares to the 0.93% IVT rate in Non-Certified Channels, which is 66% higher than in TCCs.

Further reading

Leading Digital Ad Businesses in Southeast Asia Call for Wider Adoption of Industry Standards to Fight Ad-Related Crime, Strengthen Brand Safety.  Press release. June 8, 2023. Trustworthy Accountability Group (TAG)

TAG Certified Channels in Adia Pacific Hold IVT Rate under 1% for Fourth Straight Year.  Press release and report. March 15, 2023. Trustworthy Accountability Group (TAG)

Why it matters

“Research in Southeast Asia has shown that digital ad fraud is pernicious, but it can be reliably avoided when multiple companies in the supply chain adhere to TAG standards” said Shane Mitchell, TAG’s Southeast Asia Consultant. “TAG’s efforts are made considerably stronger when global members act locally and are joined in the fight by regional and local industry leaders.”

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