The Trustworthy Accountability Group (TAG) released its second study of ad fraud in the Asia Pacific region.
By applying TAG practices, analysts found an IVT rate of 0.41% in APAC, which was just half of that measured there in 2019. A 2018 TAG study established an industry average benchmark rate for ad fraud in 2017, at more than ten percent. Admittedly it’s not an apples-to-apples comparison, as the data was for the United States, and for a different year.
Conducted by The 614 Group, the study measures invalid advertising traffic (IVT) rates from three of the largest advertising agency holding companies across multiple APAC countries; from January to December 2020. Australia, Cambodia, India, Indonesia, Japan, Myanmar, New Zealand, Singapore, Thailand, and Vietnam.
The 2020 study was broader in scope than in 2019. Video ad inventories delivered to connected TVs and via OTT were measured for the first time, alongside display ads to desktop, mobile app and mobile Web platforms which were measured in both years. Also, the number of ad impressions studied expanded dramatically, from about 3 billion in 2019, to nearly 100 billion impressions in 2020. Myanmar, Singapore, Thailand, and Vietnam were new for 2020.
Read the TAG’s second annual TAG Ad Fraud Snapshot: Asia Pacific 2021
Read a summary of the report (TAG Press Release)
Why it Matters
TAG has been proactive in producing and promoting a comprehensive set of anti-fraud best-practices to the advertising ecosystem. It’s an initiative that other industry segments can learn from. Technical organizations in the pay TV industry are also in the process of developing piracy-detection and anti-piracy guidelines.
In a prepared statement, Nick Stringer, TAG’s VP Global Engagement and Operations, said “There is no magic bullet in the war on ad fraud, but setting high standards for participants across the supply chain has been proven to keep fraud rates predictable, manageable, and low. When advertisers, agencies, and their partners require TAG certification from their counterparties, it closes the gaps that criminals use to commit fraud and ensures that advertising spend goes where it is intended.”