Brand safety incidents on mobile apps increase
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Joseph O'Halloran
| 14 June 2019

As users’ content consumption patterns and corresponding ad budgets increasingly shift to mobile app brand safety violations have grown 194% in the last year says the 2019 DoubleVerify Global Insights Report.

The report explores global trends in brand safety, fraud and viewability and aims to provide a market-by-market benchmark on the current and future state of media quality on the Internet.

It analysed data in over 40 languages across over 1,000 brands, based on DoubleVerify impressions measured during the period of May 2018-April 2019, for display and video ads placed on desktop, mobile devices and connected TV. It covered 75 countries across North America, Latin America, Asia Pacific (APAC), and the Europe, Middle East and Africa (EMEA) region.

One of the key findings of the Global Insights Report Global Insights Report was that the number of connected TV and mobile apps identified as fraudulent has risen sharply, by 120% annually, as fraudsters increasingly target these premium, high-growth environments.

“Brand safety, fraud and viewability continue to be top-of-mind for advertisers, and with good reason,” said DoubleVerify CEO Wayne Gattinella. “Headlines buzz with stories about brands appearing beside fake or objectionable content, and emerging fraud schemes. The stakes are high as advertisers rightfully demand clarity and confidence into the quality and performance of their digital investment.”