Brands demand clarity on campaign quality

New Ideas in MarketingEssential news for marketers, summarised by YouGov
July 19, 2021, 5:26 PM GMT+0

DoubleVerify’s 2021 Global Insights Report highlights the current state of digital media quality and performance.

With advertisers’ seeking greater transparency across their media buys, the growth of programmatic buying on CTV has fuelled the demand for verification in North America. Around 29% of all video ad impressions verified are now delivered on CTV devices in the US, making CTV the leading driver of the region’s verified impressions.

The study found a notable drop in post-bid programmatic block rates as programmatic pre-bid avoidance tools gained traction. Post-bid brand suitability rates fell by a modest 4% globally. Though globally, post-bid fraud/SIVT violation rates fell overall, the volume of infractions remained steady.

DoubleVerify’s CEO Mark Zagorski said brands should demand greater clarity in their digital investments. Zagorski further added, “Brands want evidence of campaign quality and performance to maximize the effectiveness of online advertising.”

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