DoubleVerify (DV), a digital media authentication company, aims to help advertisers boost their digital media campaigns by verifying and evaluating media quality metrics.
DoubleVerify’s “The Power of Media Quality – How APAC Marketers Can Leverage Media Quality for Better Advertising ROI” also hopes to encourage more marketers to optimize data for brands to reach a wider audience.
The guide outlines four key pillars: brand safety, viewability, fraud prevention, and targeting accuracy. DV’s solutions help advertisers verify media placements across social, retail, CTV, and gaming platforms, ensuring consistent and transparent measurement standards for their digital investments.
“Our guide serves as a definitive framework to maximize advertising performance in the APAC region,” said Conrad Tallariti, managing director and SVP, APAC, DoubleVerify. “As technology is expanding rapidly, so is the landscape of digital media with opportunities emerging across new social, streaming, gaming, CTV, and more, making digital media protection of vital importance.”
Ad fraud
This is also in response to its own 2023 report, in collaboration with WARC, which revealed that only 17% of APAC marketers assess critical media quality indicators such as brand safety, viewability, fraud, or targeting accuracy.
One of the key topics discussed in this report is the rising cost of ad fraud or invalid ad traffic (IVT). The report shows ad fraud affects all digital channels, including desktop, mobile, tablet, connected TV (CTV), audio, and social platforms.
“It remains a major concern for the digital advertising industry. Statista projects that by 2028, the global cost of ad fraud will exceed $170 billion,” the report stated.
Ad fraud happens when ads are improperly directed away from their target audience or shown to automated bots instead of real users, often for financial gain. IVT is categorized into two types: General Invalid Traffic (GIVT), which can be detected using standard methods, and Sophisticated Invalid Traffic (SIVT), which requires more advanced tools and human oversight to identify.