TABLE OF CONTENTS EXECUTIVE SUMMARY 1 MACRO TRENDS 2 BRAND SUITABILITY 4 FRAUD/SIVT 9 VIEWABILITY 13 PERFORMANCE 16 APAC REGIONAL BENCHMARKS 19 EMEA REGIONAL BENCHMARKS 21 LATAM REGIONAL BENCHMARKS 23 NORTH AMERICA REGIONAL BENCHMARKS 25 INDUSTRY BENCHMARKS 27 Data Notes All data is post-bid unless otherwise indicated. Unless otherwise noted, year-overyear data ranges and comparisons span May-April (e.g., 2020 is May 2019-April 2020). Key Definitions: Violation Rates (Fraud/SIVT or Brand Safety): Those impressions – either delivered or blocked – that do not comply with a client’s specified settings. Incident Rates: Delivered (but not blocked) impressions that do not comply with a client’s specified settings. Block Rates: Blocked impressions that do not comply with a client’s specified settings. EXECUTIVE SUMMARY DRIVING MEDIA QUALITY & PERFORMANCE WORLDWIDE DoubleVerify’s 2021 Global Insights Report looks at media quality and performance trends from more than a trillion impressions, delivered in 80 markets, across 2,100+ brands. The 2021 Global Insights Report provides a market-by-market analysis for North America, LATAM, EMEA and APAC of video and display impressions measured year-over-year (YoY) from May 2020 to April 2021 across desktop and mobile web, mobile app and CTV. The Impact of Verification: Cleaner Supply Chain, Stronger Pre-Bid Programmatic Control This year, many of the post-bid quality metrics we measure and benchmark (fraud, viewability and brand safety) are directionally positive – showing improvements in violation rates and demonstrating the impact verification has had on cleaning up the supply chain and the power of programmatic pre-bid avoidance. As programmatic continues to become the dominant buying modality, global advertisers increasingly are activating DV’s pre-bid controls to benefit from protection before ads are purchased and to circumvent post-bid blocks or incidents. DV, additionally, works diligently with our platform partners (DSPs and SSPs) to help ensure quality inventory within these marketplaces. These measures, as evidenced by this report, are bolstering quality throughout the media transaction, eliminating wasted investment, reducing reliance on post-bid controls, such as blocking, and generating trust and transparency across the digital ecosystem. 104% Increase in mobile web video impression volume #1 CTV emerges as the leading driver of verified video ad impressions in the US 4% Decrease in brand suitability violation rate YoY 30% Decrease in global fraud/SIVT violation rate 66% Avg display viewability rate 70% Avg video viewability rate DOUBLEVERIFY GLOBAL INSIGHTS REPORT 2021 1 MACRO TRENDS SHIFTS IN THE ADVERTISING LANDSCAPE Before taking a deeper look into quality and performance metrics, there are several macro trends worth noting. These shifts are fundamentally changing the advertising ecosystem and influencing everything we see across the core concerns of fraud/SIVT, brand safety and suitability, viewability and performance. Verification Surges on CTV in North America Advertisers are increasingly focused on premium video inventory. Over the past year, the volume of video impressions DV measures has increased 56%. Mobile web, which grew 104% year-over-year, and CTV, which grew 87% year-over-year, are driving this trend. SHARE OF VIDEO IMPRESSIONS BY DEVICE & REGION CTV Desktop Mobile App Mobile Web When broken down regionally, mobile video is leading the charge. In APAC, nearly 9 out of 10 video impressions measured are served on mobile devices. But CTV is making real inroads. In North America, the growth of programmatic buying on CTV has fueled the demand for verification, as advertisers seek transparency across their media buys. In fact, nearly one-third (29%) of all video ad impressions are now served on CTV devices in North America, making CTV the leading driver of the region’s verified impressions. We expect this trend to continue as budgets shift from linear TV to digital video. 31% 28% 29% 14% 63% 23% 28% 18% 44% 57% 25% 25% Impact of Cookie Deprecation ~80% of Internet traffic runs on browsers that are planning to deprecate cookies Measures Taken to Improve Privacy Will Transform Digital Advertising APAC EMEA LATAM NORTH AMERICA Privacy concerns are not new, but, over the past year, increased privacy regulations, eventual cookie deprecation and IDFA limitations have grabbed headlines for the impact they will have on targeting and performance measurement. IDFA Limitations ~30% Across Apple devices The ad tech industry has responded by exploring new, privacy-friendly solutions that can be correlated with performance and improving ways to target consumers contextually. See the “Performance” section in this report to get insights into the cookie-free data DV gathers and how this can help advertisers drive efficiency and ROI. DOUBLEVERIFY GLOBAL INSIGHTS REPORT 2021 2 MACRO TRENDS Quality on Programmatic Buys Now Matches That of Publisher Direct Buys For several years, the industry has been saying that programmatic advertising has matured. According to eMarketer, U.S. programmatic ad spend is set to reach almost $145 billion in 2021. But there’s more to this story than increased spend. The quality of programmatic inventory is improving. For the first time, the brand suitability and fraud/SIVT violation rates for programmatic and publisher direct buys were nearly identical, with less than a 0.1 percentage point difference between them. Just one year ago, the programmatic brand suitability violation FRAUD/SIVT VIOLATION RATE BRAND SUITABILITY VIOLATION RATE rate was 18% higher than publisher direct, and the programmatic fraud/SIVT violation rate Programmatic 1.4% -31% YoY Programmatic 7.3% -7% YoY was 6% higher than publisher direct. When it comes to viewability, both programmatic and publisher direct have improved year-over-year, Publisher Direct 1.4% -26% YoY Publisher Direct 7.4% +10% YoY with publisher direct seeing slightly higher video viewable rates and programmatic edging out publisher direct on display buys. VIDEO VIEWABLE RATES 69.7% +4% 72.5% +5% DISPLAY VIEWABLE RATES 66.8% +5% 62.4% +2% Programmatic Publisher Direct Programmatic Publisher Direct Why Quality Is Converging Across Programmatic & Publisher Direct Programmatic and publisher direct were once strongly delineated: programmatic buys meant real-time bidding (RTB) through the open exchange, and publisher direct buys meant filling out an insertion order (IO) with each publisher on a media plan. But, today, private marketplaces (PMPs) and programmatic guaranteed deals (PGs) add flexibility to buys that blur the line between programmatic and publisher direct. It’s possible to now buy from publishers programmatically. So it’s not surprising that quality is converging. DOUBLEVERIFY GLOBAL INSIGHTS REPORT 2021 3 BRAND SUITABILITY BRAND SUITABILITY VIOLATION RATES DECLINE For the first time in the history of this report, post-bid brand suitability violation rates decreased. Globally, the violation rate fell 4% year-over-year. This decline is likely due to continued adoption of pre-bid brand safety solutions, which enable advertisers to avoid unsuitable ad placements before bids – and potential violations – occur. As advertisers become increasingly knowledgeable about pre-bid solutions, post-bid brand suitability violation rates will continue to decline. In fact, from January to April 2021, we’ve already seen a 12% decline compared with the calendar year 2020. The Role of COVID-19 2020 was a transformative year in many ways, not the least of which was the global pandemic. At the start of the pandemic, many advertisers reacted either by blocking news sites wholesale to avoid controversial topics or added pandemic-related content to their URL-keyword lists, driving increased block rates. The impact was felt by publishers. Subsequently, brands became open to understanding how they could strike the right balance between protection and scale. As a result of direct outreach and education, DV clients were able to refine brand suitability settings to support trusted news publishers without compromising coverage. Following these efforts, brand suitability violation rates declined from a peak in March 2020 by nearly 30% into April 2020. Ultimately, the pandemic made advertisers more aware of the direct relationship between their settings and a publisher’s ability to monetize important news content. Many advertisers adjusted their settings and have continued to do so in response to evolving news cycles – contributing to an overall reduction in violations and blocking. BRAND SUITABILITY VIOLATION RATE YEAR-OVER-YEAR 6.2% 6.7 % 7.6% 7.3% 4% Decrease in YoY Violation Rate 2017-2018 2018-2019 2019-2020 2020-2021 BRAND SUITABILITY VIOLATION RATE PAST YEAR 8.5% 8.0% 7.5% 7.0% 6.5% May Jun Jul Aug Sep Oct Nov Dec Jan Feb Mar Apr 2020 2021 DOUBLEVERIFY GLOBAL INSIGHTS REPORT 2021 4 BRAND SUITABILITY BRANDS ADOPT A MORE NUANCED APPROACH TO BRAND SAFETY AND SUITABILITY Over the past several years, the industry has begun to recognize a distinction between brand safety and brand suitability, and brands have also recognized the need to support trusted publishers, who rely on digital ad revenue to support their content development. Appearing beside objectionable content such as pornography, terrorism and hate speech poses a reputational risk for almost any brand. Brand suitability, however, is more subjective. What’s suitable for a fashion retailer may not be suitable for a toy brand — this is especially true when it comes to content such as news and specific types of lifestyle content. KEYWORD VS. INAPPROPRIATE CONTENT SHARE OF BRAND SUITABILITY VIOLATIONS The Right Tools for Each Situation By looking at the share of brand suitability violations by type of violation, we can understand which tools advertisers are using, and which tools they are relying upon less frequently. Keyword block lists, which had been a staple in many brands’ toolkits, are now being used in a more refined manner, which is driving violation rates down. As a percentage of overall brand suitability violations, keyword violations decreased from 13% to 7% from May 2020 to April 2021. Language list violations and mobile app-specific violations have also decreased in share. Inappropriate Category % of Violations 13% Keyword % of Violations 76% 7% At the same time that older tools are becoming less used, page exceptions are becoming a relied upon tool; 20% of all DV clients, and 60% of our top 75 clients, use page exceptions. Page exceptions allow an advertiser to override their brand suitability category settings in order to run ads on home pages and section home pages – unlocking scale for the advertiser and monetization opportunities for the publisher. These high profile pages are often considered safe by advertisers because the page is not focused on a specific article or topic. 64% May Jun Jul Aug Sep Oct Nov Dec Jan Feb Mar Apr 2020 2021 The shifts in the tools advertisers are using are likely due to increased education about how best to leverage keywords, inclusion/exclusion lists and exceptions, along with the adoption of more dynamic, semantic-based inappropriate content categories, which do not require manual updates to maintain. DOUBLEVERIFY GLOBAL INSIGHTS REPORT 2021 5 BRAND SUITABILITY BRANDS ADOPT A MORE NUANCED APPROACH TO BRAND SAFETY AND SUITABILITY Brand Suitability Framework and Brand Safety Floor In January 2021, DV introduced Brand Suitability Tiers, which helps brands align protection with the brand suitability framework and brand safety floor advanced by the American Association of Advertising Agencies (4A’s) and the Global Alliance for Responsible Media (GARM). In general, the top 10 categories avoided by DV clients align with the categories in the GARM recommended brand safety floor. The introduction of risk tiers on select categories allows advertisers to tune their settings to align with safety and suitability preferences in each category – based on the topic and type (e.g., professional vs. UGC) of content they wish to avoid. Twenty-four percent of DV clients, and 41% of our top 75 clients, have leveraged the newly-released Brand Suitability Tiers to refine the topics and types of content they are comfortable appearing alongside. This gives advertisers more control to avoid unsuitable content without compromising scale. Top 10 Categories Avoided by DV Advertisers Tiered Categories: Adult & Sexual Violence Hate Speech & Cyber Bullying Terrorism Crime GROWTH IN ABS IMPRESSION VOLUME STRONGLY Authentic Brand CORRELATES WITH DECREASE IN PROGRAMMATIC BLOCK RATE Safety Targeting Drug Abuse Non-tiered Categories: ABS Impressions 9.4% 7.7% 7.2% 7.0% Q1 Q2 Q3 Q4 2019 Programmatic Block Rate 8.5% 6.4% 6.3% 6.1% 6.0% Q1 Q2 Q3 Q4 Q1 2020 2021 Authentic Brand Safety (ABS) targeting, Phishing which aligns pre- and post-bid settings to help advertisers avoid unsuitable inventory Spam before bidding takes place, saw increased Malware adoption. Because of this, ABS helped protect more than double the number of Not Mapped to Brand Safety Floor: impressions this past year compared with the year prior – and it has protected over Ad Clutter 6.5 times as many ads January-April 2021 vs. January-April 2019, as illustrated in the graph to the left. Growth in ABS impression volume strongly correlates with a decrease in programmatic block rate and demonstrates how adoption helps drive campaign efficiency and effectiveness. DOUBLEVERIFY GLOBAL INSIGHTS REPORT 2021 6 BRAND SUITABILITY BRAND SUITABILITY PROTECTION ON CTV Although CTV is now an established channel in U.S. markets and continues to grow around the globe, brand suitability protection on CTV is nascent. This year, DoubleVerify rolled out inclusion and exclusion lists for CTV, which allow advertisers to measure whether their actual placements match their media plans. To give advertisers the power to create CTV inclusion and exclusion lists at the app level, DV mapped disparate CTV app naming conventions and identifiers to the IAB standard taxonomy. On average, there are 15 different app names that map to a single name within the IAB framework, so mapping is critical to tracking and reporting on CTV spend. In general, bigger advertisers tend to be early adopters of brand safety and suitability tools. This is true of DV’s largest advertisers, who are champions of CTV brand suitability. In fact, our top 75 clients are four times more likely to have adopted inclusion and exclusion lists than other advertisers. Later this year, DV plans to roll out additional app-level enhancements and the ability to target or avoid CTV content at the programming level. DV top clients are 4x More likely to use CTV inclusion/ exclusion lists than other advertisers Blocking on CTV Traditionally, blocking unsafe or fraudulent impressions in video environments has been difficult because video blocking requires a technology standard called VPAID. Unfortunately, VPAID is not widely available and has no coverage in CTV. DV Video Filtering adds an additional layer of protection to video buys, effectively allowing brands to block brand suitability and fraud/SIVT violations – even on CTV. DV Video Filtering reduces media waste and minimizes brand safety and suitability, fraud/SIVT and out-ofgeo violations. Advertisers using DV Video Filtering have seen a 49% lower brand suitability violation rate than those who have not yet adopted the tool. 49% Decrease in brand suitability violation rate for advertisers who have adopted DV Video Filtering DOUBLEVERIFY GLOBAL INSIGHTS REPORT 2021 7 BRAND SUITABILITY: REGIONAL SCORECARD VIOLATIONS DECLINE SHARPLY IN EMERGING MARKETS Regionally, the largest reduction in the rate of brand suitability violations came from emerging digital markets, APAC and LATAM, where violation rates fell by 25% and 26%, respectively. Established markets, EMEA and North America, saw brand suitability violation rates decrease more modestly by 1% and 6%, respectively. In last year’s Global Insights Report, both LATAM and APAC saw year-over-year brand suitability blocking and incident rate increases of more than 40% and 90%, respectively. As these regions grow in their understanding and adoption of brand suitability tools, especially pre-bid protection, we will continue to see their violation rates align with the levels seen in more mature markets. BRAND SUITABILITY VIOLATION RATE Prior Year’s Regional Benchmark Overall 2020-2021 Benchmark APAC 8.5% -25% YoY EMEA 9.8% -1% YoY LATAM 9.2% -26% YoY NORTH AMERICA 6.9% -6% YoY 11.4% 9.9% 12.5% 7.3% REGIONAL SCORECARD APAC APAC has the second lowest rate of brand suitability violations, after a 25% decrease year-over-year. EMEA EMEA has the highest brand suitability violation rate, hovering just below 10%. The region saw just a 1% year-over-year decrease, which was the lowest change globally. LATAM LATAM has the second highest brand suitability violation rate, but with a decrease of 26% year-over-year, the region is on the right track. NORTH AMERICA Not only does North America have the lowest brand suitability violation rate, the region is continuing to improve with a 6% year-over-year decrease. DOUBLEVERIFY GLOBAL INSIGHTS REPORT 2021 8 FRAUD/SIVT GLOBAL FRAUD/SIVT RATES DOWN BY 30%, BUT VOLUME REMAINS STEADY Globally, post-bid fraud/SIVT violation rates are down 30% year-over-year, from 2.0% to 1.4%. Decreasing fraud/SIVT violation rates is good news, but it doesn’t mean that fraudsters have stopped scheming. DV detects 500,000 new fraudulent device signatures every day, and the overall volume of fraud/SIVT — meaning the number of schemes we detect and the devices and FRAUD/SIVT VIOLATION RATE ACROSS DEVICES (DISPLAY & VIDEO) impressions those schemes impact — has not meaningfully changed year-over-year. So while the rates of fraud/SIVT violations are down, the overall volume of fraud/SIVT violations remains consistent. Another trend we’re seeing, however, is that fraud is not scaling at the same rate as the legitimate marketplace. One reason for this is the increased adoption of pre-bid 2.1% -30% YoY 1.6% -14% YoY 0.6% -37% YoY 0.4% -12% YoY avoidance solutions and platform certifications that help identify and filter fraud and SIVT before it becomes an issue for advertisers. The impact of these measures can be seen DESKTOP MOBILE MOBILE CTV across devices, which all experienced year-over-year violation APP WEB rate decreases. FRAUD/SIVT VIOLATION RATE MOBILE APP VIDEO 1.1% +49% 1.7% Fraud/SIVT Violation Rates by Device and Format Fraud/SIVT violation rates by device are down across the board, led by decreases on desktop and mobile web. That said, certain pockets of inventory did see an increase. One of those was mobile app video, with a rise of nearly 50% year-over-year. 2019-2020 2020-2021 DOUBLEVERIFY GLOBAL INSIGHTS REPORT 2021 9 FRAUD/SIVT THE PROFILE OF FRAUD/SIVT IS CHANGING Fraud/SIVT tactics are constantly evolving. Fraudsters purposely use new tactics to exploit environments such as CTV. Last year, bot fraud made up 78% of fraud/SIVT violations on CTV. This year, although bot fraud violations on CTV are still the most common type of CTV fraud, they are down to 44%. The graph below shows how each device is impacted differently by the various types of fraud/SIVT. Data center traffic is a type of SIVT that targets server-side ad insertion (SSAI) inventory, which is especially common on CTV and audio. With data center traffic, fraudsters may spoof SSAI inventory (e.g., a mobile impression may be made to look like a CTV impression), or the SSAI inventory lacks certain information, potentially hiding bad actors. SHARE OF FRAUD/SIVT TYPES ACROSS DEVICES Adware/Malware Bot Fraud Site & App Fraud Data Center Traffic 1% 8% DESKTOP 13% 8% 10% MOBILE WEB 18% 51% 77% 64% MOBILE APP 5% 36% 23% CTV 13% 13% 15% 44% DOUBLEVERIFY GLOBAL INSIGHTS REPORT 2021 10 FRAUD/SIVT FRAUD/SIVT SCHEME: CTV SPOTLIGHT Increased protection is one reason that CTV’s average fraud/SIVT violation rate is so low. Each day, the DV Fraud Lab analyzes over 2 billion impressions and sends 100 updates to our DSP partners with new fraud signatures. Last year alone, we identified over 20 new fraud schemes. On CTV, for example, the DV Fraud Lab identified and neutralized a family of fraud schemes called OctoBot, which targeted CTV and mobile app devices. As the Fraud Lab shut down one arm of OctoBot, another would emerge. Remaining vigilant in identifying and shutting down new and mutating schemes ensures our clients stay protected wherever they are buying media. CELLOTERRA (OctoBot Variant) Uses mobile apps to run ads in the background and falsify CTV traffic 2020-2021 Timeline of CTV Schemes FAUXTERRA (OctoBot Variant) Uses CTV apps to run unseen ads in the background of content and falsify traffic UPGRADED MULTITERRA (OctoBot Variant) Targets mobile devices OCTOBOT VARIANT DV blocks new strain within 24 hours after it first starts operating OCTOBOT CONTINUES DV announces ongoing OctoBot family. NOV 2019 MAY 2020 MAR 2020 JUL 2020 JUL 2020 OCT 2020 JAN 2021 MAR 2021 DEC 2020 FEB 2021 APR 2021 LOWERTERRA (OctoBot Variant) Spoofs over 20 times the average amount of CTV devices typically connected to a single IP address MULTITERRA (OctoBot Variant) Hijacks residential IP addresses, which contain legitimate user traffic, to hide their false traffic more effectively LEOTERRA (SSAI) SSAI fraud scheme spoofs over 1M IPs daily SNEAKYTERRA (OctoBot Variant) Hijacks real CTV sessions PARROTTERRA (SSAI) The largest SSAI fraud scheme, infects over 3.7M daily devices OCTOBOT RELATIONSHIPS After months of investigation, DV confirms relationship between the schemes known as OctoBot DOUBLEVERIFY GLOBAL INSIGHTS REPORT 2021 11 FRAUD/SIVT: REGIONAL SCORECARD POST-BID FRAUD VIOLATION RATES DECLINE GLOBALLY Post-bid fraud/SIVT violation rates remained relatively low across the board, with the highest rates coming from North America and EMEA. While these global rates are low, it is useful to remember that much fraud/SIVT is avoided as part of programmatic pre-bid buying. Preventing fraud/SIVT pre-bid helps keep post-bid fraud/SIVT violation rates down. FRAUD/SIVT VIOLATION RATES Prior year’s regional benchmark Overall 2020-2021 benchmark APAC 0.8% -6% YoY EMEA 1.6% -19% YoY LATAM 1.1% -29% YoY NORTH AMERICA 1.5% -30% YoY 0.9% 1.9% 1.6% 2.1% REGIONAL SCORECARD APAC APAC’s fraud/SIVT violation rates saw the smallest drop year-over-year, but the region also has the lowest overall fraud/SIVT violation rate, clocking in at under 1%. EMEA Although EMEA has the highest rate of fraud/ SIVT violations, rates decreased 19% year-over-year. LATAM Fraud/SIVT violation rates decreased by 29% year-over-year, and now LATAM has the second lowest fraud/SIVT violation rate of just 1.1%. NORTH AMERICA Fraud/SIVT violation rates decreased by 30% year-over-year, but at 1.5%, North America is above the global benchmark. DOUBLEVERIFY GLOBAL INSIGHTS REPORT 2021 12 VIEWABILITY VIEWABLE RATES RISE, REACHING 70% ACROSS VIDEO Viewability continues to improve across all regions and across almost all devices. Generally, video placements are slightly more viewable than display placements. In fact, for the first time in the history of this report, overall video viewability reached 70% — enough to meet the IAB’s recommended target threshold for viewability. All other formats and channels experienced slight upticks, with the exception of mobile app display, which saw a 4% decrease, but still has viewable rates above 70%. Video ads on mobile apps have the highest viewable rates at 77%. Display Video 66.4% +5% YoY 70.0% +4% YoY DISPLAY VIEWABLE RATES Overall 2020-2021 benchmark DESKTOP 66.6% +8% YoY MOBILE APP MOBILE WEB 72.0% -4% YoY 63.3% +4% YoY DOUBLEVERIFY GLOBAL INSIGHTS REPORT 2021 VIDEO VIEWABLE RATES Overall 2020-2021 benchmark DESKTOP 70.2% +4% YoY MOBILE APP MOBILE WEB 77.0% +1% YoY 67.7% +5% YoY 13 VIEWABILITY SOLUTIONS FOR VIDEO ENHANCE VIEWABILITY MEASUREMENT Advertiser demand for viewable impressions has helped viewable rates rise steadily year-over-year. High viewable rates are now almost a given within a campaign — and certainly table stakes for advertisers. But just as the Internet can never be completely brand safe or free of fraud, all ads cannot be viewable. From page timeouts to a user scrolling too quickly, there are a number of reasons why some ads don’t have the opportunity to be seen, which is why measuring viewability remains critical. And it is particularly challenging to measure viewability on video impressions. OM SDK Fueling Video Measurement Historically, video has been especially difficult to measure within mobile apps. Strong adoption of the Open Measurement (OM) Software Development Kit (SDK) has helped gradually reverse of this trend. As of Q1 2021, DV saw over 100K OMID-enabled apps. The share of video impressions that supported viewability measurement increased about 10% year-over-year — driven by mobile app’s supported share more than doubling. >100K OMID-enabled mobile apps as of Q1 2021 CTV FULLY ON-SCREEN RATE 93.6% CTV COMPLETION RATE 93.2% Measuring Visibility on CTV Currently, it is not possible to measure viewability on CTV devices in the same way we do on mobile and desktop devices. This is because the measurement technology used across online video inventory are not supported on CTV. DV, however, offers a proxy for viewability with DV’s Fully On-Screen Measurement, which gives advertisers insight into how long a CTV ad is played, whether all the ad’s pixels were displayed on the screen and whether the ad pauses when the TV screen is turned off. Although the average completion and Fully On-Screen rates are quite high in CTV, DV sees varying performance across advertiser buys, making this an important metric for advertisers to consider. DOUBLEVERIFY GLOBAL INSIGHTS REPORT 2021 14 VIEWABILITY: REGIONAL SCORECARD STRONG GLOBAL RATES SUGGEST VIEWABILITY HAS BECOME TABLE STAKES Continuing a multi-year trend, viewability improved across all regions. This year, emerging markets caught up to — and even surpassed — established markets. Overall, North America experienced the most modest gains, while LATAM showed the strongest year-over-year increase — and now has the highest display viewable rate. Video viewability increased for all regions except EMEA, but EMEA still has the second-strongest video viewable rate, which is consistently above 70% across all devices. The rest of the world continues outpacing North America in video viewability, as it is the only region still shy of the 70% IAB target viewable rate threshold. DISPLAY VIEWABLE RATES Prior year’s regional benchmark VIDEO VIEWABLE RATES Overall 2020-2021 benchmark APAC 62% +4% YoY EMEA 64% +7% YoY LATAM 70% +9% YoY NORTH AMERICA 67% +5% YoY 60% APAC 74% +12% YoY 60% EMEA 75% -3% YoY 64% LATAM 78% +12% YoY 64% NORTH AMERICA 69% +4% YoY 66% 77% 70% 66% REGIONAL SCORECARD APAC Although mobile web drove a 4% increase in display viewability year-over-year, APAC still trails other regions. APAC also saw a marked improvement of 12% across video viewability thanks to mobile app growth. EMEA Display viewable rates increased 7% yearover-year, continuing a steady climb. Although video viewability decreased 3% year-over-year, EMEA is still well above the IAB threshold for viewability. LATAM LATAM’s display viewability is up 9% year-overyear, making it the only region to hit the 70% threshold for display. LATAM’s video viewable rate also increased significantly —12% yearover-year. In fact, all device types in this region now exceed 75% video viewability. NORTH AMERICA In North America, the region with the highest impression volume, improvement has slowed down. After 8% growth last year, the region experienced a 5% increase on display and 4% increase on video placements this year. Viewability, though, is trending in the right direction and solidly higher than just a few years ago. DOUBLEVERIFY GLOBAL INSIGHTS REPORT 2021 15 PERFORMANCE BEYOND VIEWABILITY: ATTENTION METRICS DRIVE OUTCOMES Viewability has been one of the primary metrics advertisers use to determine how their ads are performing. Increasingly, however, metrics that indicate attention from the user, such as time-in-view, audibility and other exposure and engagement indicators, are giving advertisers deeper insights into the efficacy of their ad campaigns and allowing advertisers to optimize toward desired outcomes. DV Authentic Attention™ is a cookie-free, privacy-friendly way to measure impact through engagement (how a user interacts with an ad) and exposure (how an ad is positioned on a page). The technology behind DV Authentic Attention™ builds on the foundation of quality laid out by the DV Authentic Ad™, an MRC-accredited metric that provides a baseline of quality. To be considered Authentic, an ad must be viewable, free of fraud and serve in a brand safe environment in the intended geo. Once this baseline of quality is established, DV Authentic Attention™ overlays 50+ data points to provide deep impressionlevel insights that are actionable across marketing goals. One of the 50+ data points DV Authentic Attention™ looks at for display ads is the length of time an ad is viewed. On video impressions, the equivalent measure is video completion and audible rates by quartile. The following analyses outline key trends we’re seeing across these two data points. Display Exposure Metric: How Long Are Display Ads Viewed? From 2020 to 2021, average time-in-view increased across devices. Last year, mobile app was bottom of the pack when it came to time-in-view, but now, mobile app and mobile web are almost at parity. On mobile app, the time someone sees an ad actually improved by 20% year-over-year. DISPLAY: TIME IN VIEW WITH PERCENT CHANGE YEAR-OVER-YEAR +14% 18.7s +20% 14.3s +9% 14.9s DOUBLEVERIFY GLOBAL INSIGHTS REPORT 2021 DESKTOP MOBILE MOBILE APP WEB 16 PERFORMANCE Video Exposure Metrics: How Long Are Video Ads Seen and Heard? Completion rates across devices (excluding CTV) are fairly consistent, with similar drop-off between quartiles occurring across desktop, mobile app and mobile web. Overall, desktop outperforms mobile devices with a 71% completion rate versus 66% for mobile app and 60% for mobile web. Audibility, which is a challenging threshold to meet, changes this story. Fewer than 15% of all video ads are audible and in-view on completion (AVOC). But mobile app significantly outperforms other environments on AVOC because of the substantially higher audible rate. Audible rates at the fourth quartile for desktop and mobile web are 14% and 9%, respectively. But mobile app boasts a 44% fourth quartile audible rate — indicating the higher presence of audio-on experience for consumers of video ads within mobile apps. AVOC by Region APAC delivers over 60% of video ads to mobile app, which positively impacts overall video performance; mobile app performs best when it comes to AVOC, and APAC’s AVOC rate was nearly 2.5 times higher than the global average. North America, which delivers the smallest share of video impressions to mobile app, has the lowest overall AVOC rates and the lowest rates across desktop and mobile web. VIDEO COMPLETION VS. AUDIBLE RATES BY QUARTILE Quartile Completion Rate Quartile Audible Rate Desktop Mobile App Mobile Web 86% 80% 76% 80% 81% 71% 60% 74% 70% 66% 72% 66% 60% 48% 46% 44% 18% 15% 15% 14% 12 3 41 23 Quartile 13% 10% 9% 9% 4 123 4 AUDIBLE AND IN-VIEW ON COMPLETION RATES APAC EMEA Desktop 18% 25% Mobile App 51% 28% Mobile Web 14% 15% Overall 34% 19% LATAM NORTH AMERICA TOTAL 16% 8% 10% 41% 7% 29% 6% 36% 7% 17% 9% 11% DOUBLEVERIFY GLOBAL INSIGHTS REPORT 2021 17 PERFORMANCE DV AUTHENTIC ATTENTION™ VERTICAL SPOTLIGHT DV’s Attention Index considers a range of metrics that gauge the impact of an ad. The engagement index measures how users interact with an ad and the exposure index measures the ad’s presentation. A year-over-year look at verticals along the DV Attention Index illustrates the six industries that saw the biggest shifts in exposure and engagement from 2020 to 2021. The Most Improved Advertiser Verticals The automotive industry saw marked growth on both the exposure and engagement index. The average Authentic Rate, which measures how many impressions are brand safe, fraud-free, viewable and in geo, also rose six percentage points across automotive advertisers. Retail and restaurants saw significant growth in exposure and outperformed most other verticals, but consumer engagement stayed relatively flat. Technology saw significant improvement in engagement overall yearover-year – not too surprising given pandemic lock-down measures. ENGAGEMENT INDEX EXPOSURE & ENGAGEMENT INDEX BY ADVERTISER VERTICAL: YEAR-OVER-YEAR CHANGE DRIVERS Technology 125 Automotive 120 115 110 Media & Sports 105 Travel 100 Entertainment 95 90 Retail & Restaurants 88 90 92 94 96 98 100 102 104 106 EXPOSURE INDEX Advertiser Verticals That Struggled Travel and media and sports executed smaller media buys because of the pandemic and experienced decreased exposure on these buys – though both still drove better-than-average engagement with consumers. Entertainment advertisers also saw higher engagement year-over-year, despite decreased exposure. Two Lessons From the Verticals That Saw the Most Change: 1. A foundation of quality helps build performance. 2. Exposure and engagement do not always correlate. Consumers are most receptive to ads when the ads are relevant to the content they’re reading. DOUBLEVERIFY GLOBAL INSIGHTS REPORT 2021 18 REGIONAL BENCHMARKS APAC The Asia Pacific region covers 16 countries, the top 11 of which are included in our market-level benchmarks on the following page. Overall, quality in APAC improved over the last year; viewability is up across display and video while post-bid fraud/SIVT and brand suitability violation rates have dropped. 2020 at a Glance Brand Suitability APAC’s brand suitability violation rate fell by 25%. The region now sees the second lowest rate of violations (behind North America). Fraud/SIVT APAC remains the region with the lowest fraud/SIVT violation rate, and over the past year, this rate further decreased by 5%. Video fraud went down by 42%, but display increased a modest 1%. Viewability There’s room for viewability improvement across display placements, where APAC trails with only 62% of display ads viewable. But APAC made huge gains in video viewability, and now leads the world in mobile app video viewability, with a rate of 80%. Programmatic Insight Last year, just under half (49%) of APAC video impressions were bought programmatically. This year, that number rose to 62%. Advertiser Download: APAC Is Mobile-First The APAC region favors mobile app advertising, and quality across the channel improved markedly this past year. App fraud dropped from 12% to 3% of total fraud/SIVT, and mobile app video viewability increased by 26%, giving APAC an 80% mobile app video viewability rate. Advertisers should be aware, however, that display viewable rates on mobile app fell by 8% year-over-year to 57%. DOUBLEVERIFY GLOBAL INSIGHTS REPORT 2021 25 In brand suitability violation rate 5 DECREASE In fraud/SIVT violation rate 12 INCREASE In video viewable rate 19 REGIONAL BENCHMARKS APAC QUALITY METRICS by Region and Country (2021 rates and YoY percent change) Australia Hong Kong India Indonesia Japan Malaysia New Zealand Philippines Singapore Thailand Vietnam TOTAL Display Viewable 65% U3% 51%* –– 65% U8% 64% D5% 49% D6% 67% D6% 58%* –– 67% U5% 63% U10% 66% U2% 65% U27% 62% U4% Video Viewable 78% D1% 36%* –– 83% U50% 74% U2% 82% U94% 84% D4% 72%* –– 59% D5% 73% U6% 78% U58% 62% D18% 74% U12% Fraud/SIVT 1.1% D15% 2.0%* –– 0.5% D19% 0.5% D60% 0.3% D49% 0.4% U52% 0.5%* –– 0.5% D14% 1.9% U46% 0.3% D57% 0.3% D54% 0.8% D5% AUTHENTIC RATE1 DISPLAY 59% U8% VIDEO Brand Suitability 8.0% D46% 11.6%* –– 8.8% U18% 4.1% D33% 10.1% U22% 11.0% D61% 10.2%* –– 8.8% D43% 9.8% D21% 6.8% D36% 6.5% D16% 8.5% D25% 68% U8% DOUBLEVERIFY GLOBAL INSIGHTS REPORT 2021 *Insufficient YoY data available 1Authentic Ads are those that are collectively fraud-free, viewable, brand-safe and in-geo 20 REGIONAL BENCHMARKS EMEA The Europe, Middle East and Africa (EMEA) region covers 43 countries, 14 of which are benchmarked at the market-level by DV on the following page. Overall, EMEA improved across display viewability and saw a lower post-bid fraud/SIVT violation rate year-over-year. Video viewability, however, decreased, and brand suitability violation rates stayed relatively stable — both of which make EMEA an outlier in a year where every other region realized improvements. 2020 at a Glance Brand Suitability EMEA’s overall brand suitability trend remained consistent year-over-year, but countries within the region saw large fluctuations. Brand suitability violation rates in the U.K. and Italy, for example, decreased by 10% and 15%, respectively. But brand suitability violation rates increased by 8% in Germany and 29% in France – which now has the highest rate in Western Europe. Turkey, Switzerland and the UAE all saw big increases, and now, roughly one out of every five impressions in these countries serves on unsuitable content. Fraud/SIVT The post-bid fraud/SIVT violation rate decreased 19% year-over-year, but EMEA has the highest fraud/SIVT rate globally. Fraud/SIVT in EMEA is largely driven by data center traffic and site fraud while both app fraud and bot fraud are down across the region and now comprise just 3% and 2% of overall fraud/SIVT violations, respectively. Viewability Display viewability improved by 7% across EMEA, and the overall display viewable rate now sits at 64%. Although video viewability decreased by 3%, EMEA still has very healthy video viewable rates at 75%. Advertiser Download: Viewability May Be Table Stakes, But Verification Remains Critical EMEA’s video viewable rate are strong, and a 3% year-over-year fluctuation in and of itself is not concerning. But mobile app video viewability declined by 8% year-over-year, which is troubling because mobile app video grew its share of video impressions. Although viewability has become table stakes, verification remains critical to ensure advertisers do not pay for ads that will not have the opportunity to be seen. DOUBLEVERIFY GLOBAL INSIGHTS REPORT 2021 14 Of video impressions serve on mobile app 19 DECREASE In fraud/SIVT violation rate 3 DECREASE In Video Viewable Rate 21 REGIONAL BENCHMARKS EMEA QUALITY METRICS by Region and Country (2021 rates and YoY percent change) France Germany Greece Ireland Italy Netherlands Poland Russia South Africa Spain Switzerland Turkey United Arab Emirates United Kingdom TOTAL AUTHENTIC RATE1 DISPLAY Display Viewable 57% U3% 56% U14% 61%* –– 71%* –– 51% D3% 55%* –– 52%* –– 69% U29% 47% D13% 56% D2% 61%* –– 58% U4% 65% U38% 69% U9% 64% U7% Video Viewable 78% U11% 61% D8% 77%* –– 66%* –– 84% U4% 73%* –– 77%* –– 91% U11% 67% U14% 80% D1% 74%* –– 75% D14% 63% D18% 66% D10% 75% D3% 60% U9% VIDEO Fraud/SIVT 2.0% D39% 1.2% D24% 0.4%* –– 1.4%* –– 0.5% D30% 1.2%* –– 0.7%* –– 0.9% D29% 0.9% U23% 0.7% U3% 1.2% * –– 0.4% D5% 4.9% U37% 1.9% D17% 1.6% D19% Brand Suitability 14.7% U29% 11.3% U8% 9.6%* –– 7.8%* –– 9.6% D15% 14.1%* –– 15.9%* –– 5.9% D47% 8.8% D50% 12.1% U16% 18.5%* –– 25.1% U154% 19.1% U154% 8.1% D10% 9.8% D1% 69% D1% DOUBLEVERIFY GLOBAL INSIGHTS REPORT 2021 *Insufficient YoY data available 1Authentic Ads are those that are collectively fraud-free, viewable, brand-safe and in-geo 22 REGIONAL BENCHMARKS LATAM The Latin America (LATAM) region covers 12 countries, and DV’s market-level benchmarks include Argentina, Brazil, Mexico and Colombia. Overall, LATAM countries improved across display and video viewability and saw lower post-bid fraud/SIVT and brand suitability violation rates. With the exception of Colombia’s video viewable rate, which decreased by 28%, these changes were consistent across the region. 2020 at a Glance Brand Suitability LATAM had the biggest change in its brand suitability violation rate, with a 26% decrease year-over-year. Although Colombia is above the global brand suitability violation rate benchmark, its brand suitability violation rate declined by 57% year-over-year. This is the second most dramatic drop in this rate of any country, globally. Fraud The rate of post-bid fraud/SIVT violations dropped by 29% across all LATAM countries, and every country is now below the 1.4% global benchmark. Notably, LATAM is seeing a much smaller share of its fraud/SIVT coming from data center traffic compared with other regions – 26% vs. 69%-74%. LATAM’s video fraud/SIVT violation rate, at 1.2%, is still below the global benchmark, but more than doubled year-over-year. More than half of all fraud/SIVT violations in LATAM are app fraud, compared with just 12%-22% in the other regions. Viewability LATAM has the highest display and video viewable rates worldwide. Its display viewable rate is 5% above the global benchmark, and video is 11% higher. Advertiser Download: Emerging Digital Markets See The Biggest Changes Benchmarks are easier to move in LATAM because it is an emerging digital advertising market. But LATAM did not just improve relative to itself year-over-year. The region has the highest viewable rates, the second lowest fraud/SIVT violation rate, and, although behind North America and APAC, is doing better than EMEA in terms of its brand suitability violation rate. Advertisers should feel confident that quality in LATAM is catching up to other markets. 26 In brand suitability violation rate 101 INCREASE In video fraud/SIVT violation rate 11 HIGHER Video viewable rate than the global benchmark DOUBLEVERIFY GLOBAL INSIGHTS REPORT 2021 23 REGIONAL BENCHMARKS LATAM QUALITY METRICS by Region and Country (2021 rates and YoY percent change) Argentina Brazil Colombia Mexico TOTAL Display Viewable 77% U2% 68% U7% 62% U35% 73% U10% 70% U9% Video Viewable 82% U13% 81% U11% 59% D28% 72% U14% 78% U12% Fraud/SIVT 1.0% D21% 1.0% D31% 1.3% D43% 1.3% D19% 1.1% D29% AUTHENTIC RATE1 DISPLAY 66% U9% VIDEO Brand Suitability 3.1% D54% 9.2% D20% 12.1% D57% 9.1% D26% 9.2% D26% 68% U12% DOUBLEVERIFY GLOBAL INSIGHTS REPORT 2021 *Insufficient YoY data available 1Authentic Ads are those that are collectively fraud-free, viewable, brand-safe and in-geo 24 REGIONAL BENCHMARKS NORTH AMERICA Overall, Canada and the United States both improved across display and video viewability, and they both saw lower post-bid fraud/SIVT and brand suitability violation rates year-over-year. There are, however, some notable differences between the two countries. 2020 at a Glance Brand Suitability When it comes to brand suitability, both Canada and the U.S. are seeing lower violation rates year-over-year, but despite Canada’s 26% year-over-year reduction in its violation rate, its brand suitability violation rate is roughly 40% higher than that of the U.S. Fraud/SIVT Fraud/SIVT violation rates are fairly close in both Canada and the U.S., but Canada saw a bigger improvement year-over-year, with its rate decreasing by 38%. Canada, at a 1.2% post-bid fraud/SIVT violation rate, is now below the global benchmark of 1.4%, while the U.S. is slightly above the benchmark at 1.5%. Viewability The U.S. leads Canada by 8 percentage points when it comes to display viewability, but Canada has an edge over the U.S. on video viewability. Advertiser Download: Improved Tools and Increased Education Make a Difference North America, and specifically the U.S., is the most established and largest digital advertising market. That means that trends do not shift easily. Despite that, quality improved year-over-year. Enhanced brand safety and suitability tools, pre-bid fraud detection and prevention using tools like DV’s Authentic Brand Safety targeting and an increase in industry education make a difference everywhere — not just in emerging markets. 6 In brand suitability violation rate 30 DECREASE In fraud/SIVT violation rate 75 Highest mobile app display viewable rate globally DOUBLEVERIFY GLOBAL INSIGHTS REPORT 2021 25 REGIONAL BENCHMARKS NORTH AMERICA QUALITY METRICS by Region and Country (2021 rates and YoY percent change) Canada United States TOTAL Display Viewable 59% U6% 67% U5% 67% U5% Video Viewable 74% U4% 68% U4% 69% U4% Fraud/SIVT 1.2% D38% 1.5% D29% 1.5% D30% AUTHENTIC RATE1 DISPLAY 63% U5% VIDEO Brand Suitability 9.4% D26% 6.8% D5% 6.9% D6% 65% U6% DOUBLEVERIFY GLOBAL INSIGHTS REPORT 2021 *Insufficient YoY data available 1Authentic Ads are those that are collectively fraud-free, viewable, brand-safe and in-geo 26 INDUSTRY BENCHMARKS INDUSTRY VERTICALS Although quality has improved overall globally, a review of specific industries tells a more nuanced story. 2020-2021 at a Glance Automotive The auto industry improved across all benchmarks, year-over-year, performing better relative to global benchmarks for both fraud/SIVT and brand suitability violation rates. Despite gains in viewability, however, the industry still lags on both display and video viewable placements. Consumer Packaged Goods (CPG) When it comes to viewable ads, CPG outperformed all other verticals. CPG fraud/SIVT violation rates declined 14% year-over-year, putting it below the industry benchmark. But brand suitability violations rose on CPG, and the vertical’s brand suitability violation rate is now 0.8 percentage points above the overall benchmark. One reason for this is that CPG brands may have more stringent brand suitability concerns that are impacting their violation rates. Education Fraud/SIVT violation rates and video viewability violation rates improved across the education vertical. But the vertical fared worse when it came to display viewable rates and brand suitability violation rates. With a 6.5% brand suitability violation rate, though, education remains below the industry benchmark. Entertainment Entertainment is improving its quality across the board, with standout marks in viewability. Over three-quarters (78%, up from 62% last year) of all entertainment video ads are viewable, making it the industry the leader in video viewability. Although entertainment did see a moderate 3% decrease in its brand suitability violation rate, the industry has the second-highest brand suitability violation rate, at 41% above average. One reason for this may be that entertainment advertisers — particularly those catering to younger or family-friendly audiences – have more stringent brand safety and suitability settings. Financial Services Financial services lags behind other verticals in viewable rates. Although the industry made modest gains in display viewability, video viewable rates fell by 5%, year-over-year. DOUBLEVERIFY GLOBAL INSIGHTS REPORT 2021 27 INDUSTRY BENCHMARKS INDUSTRY VERTICALS 2020-2021 at a Glance Health & Pharma Health and pharma was second only to CPG on display viewability and has the lowest fraud/SIVT violation rate. Its brand suitability violation rate, however, is now above the global benchmark, which is likely due to stringent brand safety and suitability settings. Media & Sports Although post-bid fraud/SIVT violation rates declined 27% year-over-year, at 49% above the benchmark, media and sports continues to see a higher rate than other verticals. Video viewable rates, which declined 5% year-over-year, are also the lowest for media and sports. Retail & Restaurants With the exception of its fraud/SIVT violation rate, which declined 32% year-over-year, retail and restaurant benchmarks remained relatively stable. Retail and restaurants is, additionally, close to or at the average for all benchmarks, except for video viewability, where the industry was one of the top performers. Technology Technology improved its performance across display and video viewability, and, although the vertical is still seeing above average fraud/ SIVT violation rates (1.8% versus a 1.4% average), its fraud/SIVT violation rate decreased by 19% year-over-year – which is all great news. But technology saw the largest jump in its brand suitability violation rate, with a 42% year-over-year increase. Telecom Telecom had a great year, realizing solid increases in display and video viewability and coming in under the average fraud/SIVT and brand suitability violation rates. Although telecom is still slightly below the display viewability average, the industry experienced greatest growth in display viewability rates year-over-year, improving by 14%. Not only does telecom have one of the lowest fraud/SIVT violation rates, it had the biggest year-over-year decrease, down 44%. Travel Although the brand suitability violation rate moderately decreased by 1% across travel and hospitality, this vertical is still seeing the highest brand suitability violation rate, at 80% above average. When it comes to fraud/SIVT violation rates, travel and hospitality was also above average, at 1.6% compared with 1.4% across all verticals. Travel and hospitality advertisers also saw a decrease in both display and video viewability. DOUBLEVERIFY GLOBAL INSIGHTS REPORT 2021 28 INDUSTRY BENCHMARKS INDUSTRY VERTICALS Automotive CPG Education Entertainment Financial Services Health & Pharma Media & Sports Retail & Restaurants Technology Telecom Travel OVERALL Display Viewable 65% U11% 72% U3% 62% D9% 62% U11% 59% U3% 70% U5% 68% U6% 67% 0% 66% U3% 62% U14% 63% D2% 66% U5% Video Viewable 65% U7% 74% U5% 73% U8% 78% U16% 60% D5% 68% U4% 58% D5% 74% U3% 68% U12% 71% U8% 63% D9% 70% U4% Fraud/ SIVT 1.2% D39% 1.3% D14% 1.4% D36% 1.4% D34% 1.6% D33% 1.1% D38% 2.1% D27% 1.4% D32% 1.8% D19% 1.2% D44% 1.6% D43% 1.4% D30% Brand Suitability 5.7% D11% 8.1% U7% 6.5% U5% 10.4% D3% 7.2% D23% 8.0% U9% 7.2% D19% 7.3% U1% 8.6% U42% 6.3% D7% 13.2% D1% 7.3% D4% Authentic Rate1 Display 61% U12% 68% U3% 58% D9% 57% U6% 56% U6% 67% U4% 64% U9% 64% D2% 62% U1% 58% U13% 58% D4% 63% U5% Authentic Rate1 Video 62% U9% 69% U4% 71% U21% 75% U19% 57% D3% 64% U4% 56% D3% 69% U3% 62% U10% 68% U15% 58% D9% 66% U5% DOUBLEVERIFY GLOBAL INSIGHTS REPORT 2021 1Authentic Ads are those that are collectively fraud-free, viewable, brand-safe and in-geo 29 BENCHMARKS TOP TRENDS AND TAKEAWAYS Quality Is Improving, But That Doesn’t Mean Advertisers Can Relax Their Standards Globally, post-bid fraud/SIVT and brand suitability violation rates are down while viewable rates are up. But that doesn’t mean advertisers should relax their standards. One of the main reasons we’re seeing improvements in post-bid quality measures across the board is because of the prolific adoption of pre-bid programmatic protection. This means that much of the coverage is happening before the ad is purchased. Advertisers are combining pre-and post-bid coverage to ensure efficiency and effectiveness in their media buys. Emerging Markets Are Catching Up to Established Markets For the first year ever, quality in each region – LATAM, APAC, EMEA and North America – improved, with the most significant improvements happening in APAC and LATAM. Quality Is the Foundation for Performance Ads that are viewable, brand safe, free of fraud and serving in the intended location are the baseline for performance. Now, as quality is improving and programmatic inventory is reaching parity with publisher direct inventory, advertisers can focus on optimizing inventory to deliver the best performance. New, Privacy-Forward Tools and Methods Are Replacing Older Targeting Solutions and Helping Advertisers Measure Performance Cutting-edge contextual solutions that are powered by semantic science and ontology offer a deep understanding of the text on a page. This drives performance for advertisers by helping them reach their audiences where and when they’re consuming relevant content. User attention solutions are further helping advertisers measure and quantify performance through metrics that provide a better understanding of the relationship between creative placements, devices and engagement. ~70% Of consumers are more likely to interact with an ad when it is relevant to the content they are viewing CTV Is a Critical Component of Media Buying and Demands Measurement Solutions CTV and audio are increasingly critical components of cross-screen media planning, and, while measurement standards have yet to be fully established, advertisers expect — and require — a holistic view of their media performance. DOUBLEVERIFY GLOBAL INSIGHTS REPORT 2021 30 ©2021 DoubleVerify. All rights reserved. This document contains proprietary information of DoubleVerify and is protected by copyright and other state and federal laws.
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